How is this any different than any local computer store? How is it any different than Geek Squad? Geek Squad, in particular, has a bit of a scandalous history.

If anything, this (Geekatoo) is better. The Geekatoo website provides a means to post feedback about a tech. The profiles for the techs are also much more personal than you'll ever get to see for a company like Geek Squad.