I stopped by there last night after work. I love this place. Their cheeses are definitely top notch. Since they are only selling wisconsin cheeses at the moment, it's hard to get a sense of how much variety they will have, but what they do carry is delicious. I have faith they'll keep a good variety.
They carry an assortment of other goods that all seem very top quality. I got three types of cheeses, some homemade crackers (allegedly, the crackers were made specifically for the pleasant ridge swiss I got), some olives, and some wonderful salami. Definitely the best salami I've had. The cheese was wrapped in paper carefully.
I also saw high grade honey, including flavored honeys like lavender honey, various mixed nuts, jams, pickles, pestos, pasta, and lots of books. One person purchased a caramelized pear with chevre and walnuts on top that looked delicious. The lady in front of me spent about $90 on a dozen or so items, none of which were cheese.
They sell a lot of cheese you can probably get at the market, such as bandaged cheddar from bleu mont or various capri cheeses. But it's not a huge price difference.
They also sell baked goods from cafe soleil, and perhaps not coincidentally, the manager from soleil was there buying a decent chunk of goods to eat that evening as well.
They seem to have a wine tasting service too perhaps. I saw a lady with glasses of wine.
The service is superb. They let me taste any cheese I wanted to, offered suggestions on what went with what, and so forth.
It was a bit slow, despite having 3 workers, because it was busy, and there were still some kinks with the computer and card machine. The clients did seem to be more towards the foodie side, but I saw a couple of students stop by and pick some items up.
Really great store. And surprisingly good hours... they were open until at least 7pm yesterday, and are open on saturdays.