I called the store expecting some attitude about my self inflicted tech problem. The guy I spoke to was really helpful, and offered that I called in that day for them to look at the issue. When I arrived they were super helpful and friendly. I noticed when I was there that they had a steady flow of business and they have a good relationship with customers. I also overheard a technician reassure a client that their tech problem was not as a result of their stupidity (which being a technophobe, I appreciated). The business is very professionally run. On site they have refurbished and new apple equipment, very useful in this part of London.