There's a great selection of games of a lot of different types here, but what I really like about the store is the atmosphere. I was discussing it with an employee, and she was telling me that they were going for more of a "bookstore" vibe than a "game store" vibe. I can totally get behind that.
I went for a game demo on a Friday night and found the store to be packed with all kinds of people: Friday Night Magic players, families with young kids playing board games in the store's expansive back play area, etc. Really nice and welcoming place. I'll be doing most of my game shopping here, I think. I would like to see how their public play RPG events go, but I don't anticipate that being a problem.
Great, clean store, extremely welcoming, fun and friendly staff, lots of games. What's not to love?