I think friendliness makes a huge difference. There is a shop in my hometown, but I drive 40 miles away to one that I like much better. The people in my LQS are not friendly at all and make me feel very uncomfortable when I go in there to just look around. I have been laid off for a looooong time, so looking is all I can afford to do right now, but you can bet that I will spend my money in the welcoming one....when I get some to spend, teehee.