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Not in an in-your-face, aggressive ferocious way, but in a we-want-to-thrill-our-customers-no-matter-what ferocious way. If you're not thrilled, then we're not working hard enough. And we like to work hard. Building and running an independent family business takes a lot of hard work. We're up against some pretty stiff competition out there. We're surrounded by big box retailers and the world wide web. How do we differentiate ourselves? By creating a brand identity that hinges upon ferocious customer service. A pretty great product selection doesn't hurt, either. And if we can shock a customer or two with our surprisingly reasonable prices, all the better. (Visit the partner page for coupon!)