The people who run this shop are kind and honest people. I made the switch from a different optical because of their reputation, and have come here for many years. They always make sure that I'm satisfied with my purchase, never trying to sell me something I'm not interested in or anything outside of my price range. They also send me a variety of lenses whenever I change my contact lens' prescription so that I could try them out before making a hefty purchase.
TL;DR: Kind, honest people selling good quality products.