Yes, I'm a foodie. Yes, I was reared in the pastoral Driftless Zone, home to some of the best dairy in Dairyland. Yes, I am quite fond of Jeni's Splendid Ice Cream (which, in Madison, is carried here and only here).  However, the customer service here runs the gamut from distracted to disinterested to downright rude. \n\nI stop in maybe twice a month.  Fromagination carries a plethora of hard-to-find artisanal and gourmet food items.  The charcuterie offerings are spare, which was a bit of a letdown, but they do boast a decent variety of beautifully displayed and properly packaged cheese (though it's not as extensive as I'd expect--despite Fromagination's artful arranging I'd venture a guess that Whole Foods' selection is nearly equivalent and less pricey). I just can't handle the counter staff.  I think it mainly stems from a time this winter where a gentleman was asking to taste a few cheeses-- he was putting together a cheese platter, he said, and wasn't quite sure where to start.  After he asked to taste a few cheeses, and was peering into the case, the woman behind the counter sighed loudly, put a hand on her hip, and said \"Are you actually going to buy some cheese, or are you just trying to get free samples?\" The man was flabbergasted (as were all of us in the store) and stammered, \"Ma'am, I'm having a dinner party for some of my professors, and I really wanted to impress them with a nice cheese plate.  But I guess I'll take my business elsewhere.\" Clearly embarrassed, he turned and walked out.  \n\nThat's the most extreme example I've witnessed (though on separate occasions I've heard people say \"I have money to spend here...\" as they stood, stymied by the lack of attention) but it exemplifies the general vibe pretty well.  With the marked exception of one kind older man who is patient and helpful when I'm there, the cheesemongers at Fromagination seem aloof and haughty.  I often dread going in even if I need something that I can only get there, because I feel very pressured to purchase lest they think I'm merely sampling the wares.  Also, I generally have a good idea of what I want to buy-- but sometimes they'll steer me away from it! \"This is a very hard cheese.  Are you sure that's what you want?\" Yes. I know that Vintage Van Gogh cheese basically crumbles to the touch.  I also know that its nutty, caramel flavor is exactly what I want.  Thanks!  \n\nI will keep going to Fromagination, especially because the shop takes great pains to promote local/regional cheese makers, but I hope they consider the constructive criticism and perhaps start having fun with the idea of selling cheese.