The simple bonus of getting a free rental or 10% off your next purchase was what kept me buying things through them for years. The staff were always incredibly helpful and knowledgeable too; they (along with reviews in the Stranger) were my biggest help in finding new titles I might like. I now live far too far away to make it a regular thing, though when I lived downtown, I never regretted making the trip (despite the unpredictable #66 bus doing its best to thwart me).