I own a Comic & Game store. (Thank God I love 4E so I can be totally honest AND sell it!
)
I would never be dishonest with my customers, but there is a BIG difference between being honest and slagging something you don't like.
As an example: I don't like Heroclix. In fact, I don't like any of the actual rules of any Wizkids game. Howevery, I sell a whole bunch of them, have a guy who runs tournaments, etc etc. Do I go around telling the folks who play the tournaments that I think the gameplay sucks? No!
I can have pleasant conversations with them about the figures, (I think most of the sculpts are cool) The characters (I know more Comic info than any of the players I've met) and even the rules (I don't think they all suck).
I'm never dishonest about it. They know I don't play it, and that it's not my thing. I've told them I'm not into it. IF they ask, I can tell them WHY, but it's not something I need to get into with them. They like it, why would I WANT to convince them otherwise?
If someone who was new to it asked what I thought of it, I'd tell them what I liked about it, ask them what kind of games they are into and try to get a feel for if they would like it, and if it seemed appropriate tell them what I feel the drawbacks are. But it sure as heck wouldn't go:
Customer: "Hey I'm thinking of picking up Heroclix. What do you think about it?"
Me: "Worst... game... ever!"
But you know, most Comic and Game stores are like that. It's one of the many reasons we're not more "mainstream".
Fitz