I have been buying gear here since I moved to Toronto; it is my sole provider unless I need some oddball item that they can't get.
While the prices and selection are about as good as you'll get anywhere, the #1 reason to shop here is customer service. I am never treated like just another customer and am always treated like a fellow photographer. Staff here are really good at working with you to find out what you need and then giving you several options whether it is film or a lens or a support system--time is never an issue if you are trying to decide between two things or just need to go over every single feature of a bag, new body or tripod. And they are always honest with you--if you don't need a piece of gear or can use a cheaper option, they will let you know.
Can't recommend this place enough or the benefits of shopping from a REAL store staffed by REAL photographers--any small amount you'll save at a chain store in this city or online is simply not worth it.