The store display of On Off Digital World is full of technological marvels, all the latest in consumer electronics today, but their real bread and butter comes from selling to tourists some desperately needed photography equipment. Located in almost right in the middle of Manhattan, they get a lot of foot traffic from all the tourists who flock to The Big Apple day in/day out. Tourists are a naturally captive audience, willing to pay just about any price, as they are on holiday and unlikely to shop around for bargains on esoteric hardware and supplies when photo ops abound and time is ticking by.