First I'd like to respond to "gateway_rules" who posted about racism. Do the ethnicities of the different employees matter? Maybe the man was simply asking if you had internet access? And maybe he was really trying to suggest that the best way to do comparison shopping nowadays is through the web. I'm biased because I'm a regular customer but it seems you are being a little sensitive.
I've been going to this little camera shop for about 3 years. It has a mom&pop feel to it but with young, diverse employees that are actually eager to help. Its the only reason why I go to the Mission Valley mall.
Allow me to relate a true story: I went there once to buy some small wallet prints. For some reason they are about $1 each while regular size 4x6s are about 30 cents. I needed to print 20 different images but only certain parts of the images (the faces of different people) to be the wallet size. The person helping me happened to be the owner and he asked me what I was trying to do. After I told him he replied there's a cheaper way to do it.
He turned his computer screen around and proceeded to give me a little photoshop tutorial! He showed me how to select the face in a certain way so that the entire image resizes so that the selected rectangle becomes the wallet-sized dimension, no matter what the size/resolution of the original image. So I went home, resized my images, came back to Max Photo and ended up spending $6 instead of $20. I saved $14 plus there is the photoshop knowledge I gained. This is how they won me over as a loyal customer.
Though I'll admit to using Costco in a pinch because its so easy to upload to Costco's website. I do notice Costco has slightly lower quality prints though.
So in summary I'll keep going to Max Photo. I feel have to mention that I also have brown skin and black hair (because it doesn't matter). I'm sorry that "gateway_rules" had a bad experience, but I just don't think ethnicity had anything to do with it.
Pros: Service, education, quick turnaround time
Cons: Accessories are slightly higher priced (vs online), parking