For years, my photo nerd friends have bowed down at the shrine of Vistek (496 Queen Street E).

And when I first passed through the archway on Queen East, to the back entrance of the three-level camera fantasy land, I got caught up in the fever and felt my heart skip a beat, too.

Though this does not compare to the vast supply of New York’s B&H Photo Video, this store is clearly one of the better ones in Toronto in terms of one-stop consumer and pro-level gear shopping: Cameras, lighting equipment, tripods, bags — it pulsates with variety and square-footage in every sector.

And… well, that’s about it.

Service-wise, I think this store places dead last in the leading camera shops downtown (next to Black’s). I’ve waited in line here, I’ve hovered, and I’ve not even received a “we’ll be with you” glance from the counter.

On one occasion where I finally nabbed someone on the professional level, I felt like I was being talked down to when discussing my aversion to the weight of a particular Canon L series lens compared to a third-party lens. “All of them are heavy,” he sighed with exasperation.

Humph.

“Camera store attitude” may have been de rigueur 10 or 20 years ago. Lack of information and easy access of the Internet gave the sales people leverage.

Now customers are walking in with way more ammo and detailed research reports (for reviews of product, you can also check out what Joe Dayian has to say) behind their shopping list. If they’re in the store, it’s either to get a deal or to obtain service above what they can find online.

As with their record store counterparts, the camera store snobs are becoming extinct. Any company that continues to pursue this path is looking to bunk with the dinosaurs.

Just saying.