Not too terribly bad. The selection is ok, with some good favors for the higher end shisha but lacking in the budget area. Good selection of coals as well, but their prices are steeper than any of the Tempe shops. I haven't smoked there but am so satisfied with their customer service I would definitely give it a shot.
Big bonus? The owner is a Veteran and offers a Veteran discount. If price or a large selection is an option, wait to hit Tempe. If you are central, don't mind spending the extra couple bucks I'd definitely hit this joint.