I've been here countless times and I often find that their service makes a difference in my books. I may not be the most knowledgeable of cheeseheads out there, despite loving gruyeres and red leicesters. Last Sunday, I went in to buy gorgonzola. It turns out, I mispronounced it but the person behind the counter serving me did not flinch. Second, it was already cut into portions and for my purposes, I had to settle for a substitute: stilton. Throughout the whole sales process, the guy was super helpful and friendly. I felt very comfortable despite my initial intimidation.
They recently renovated the cheese shop and its white walls and counters give it an immaculate and fresh look. I think the oils and olives on display are mostly for decoration! It's a beautiful touch nonetheless.