I've read through all the google reviews and the ones here, here is an objective review from me. If you go to Wheels on Bloor, it would be helpful to have some general bike knowledge and do some research on what you want and what your budget is, very important. I went to buy a S2 Cervelo on sale, and was treated with very good service, ultimately they were selling me on the bike, which is to to be expected. I asked a few questions about the product, did a test ride on a trainer and bought the bike there. Peter who was there treated me very nicely and I got very good service all throughout, he threw in a free fitting as well. They did not appear snobby at all. I felt the service was polite, cordial, and on the point. Ultimately i didn't need to be upsold on the bike that much as I did my research and knew what I wanted given my budget.