A bit of a tourist trap I guess...I've been in and out of here a few times, and each time leaving thinking the place is kind of overpriced. In other words, I don't think anyone in Madison is shopping here, just the tourists.
I bought some cheese curds last time I was here, $8 for a bag. They didn't seem fresh really even...
Their cheese selection was pretty low, it seemed... their selection was just a few standard cheddar cheeses, nothing special for a cheese shop. Unless they're trying to say that Wisconsin produces average boring cheddar cheeses and nothing else...
Then of course there's a few cheese head souvenir type things.
They have a $10 credit card minimum too, annoying.