Being a self-proclaimed coward when it comes to going to the dentist, I searched the yellow pages high and low looking for a "friendly" ad when trying to find a dentist. I chose Dr. Shields because his ad claim that they cater toward cowards. I went ahead and scheduled my appointment. When I saw Dr. Shields, I was expecting all sorts of "catering" toward my fears. I must admit that I didn't see any difference between his office and that of others I had visited. Now, the care was fine, no problems at all, I just was disappointed that I didn't see a difference in the level of care because of their yellow page ad. Maybe I was expecting too much.