The o2 stores I've been to had the streak displayed quite prominently alongside iphone, HTC Desire and Xperia X10 phones, as well as box of leaflets with information about the streak next to the display.
I had done my research and knew exactly what I was looking for when I went in, and was prepared for an unwanted iphone sales pitch, but didn't receive one. Instead the sales girl was very helpful. She answered my questions, gave me a brief demo of the streak (nothing to detailed, but like I say, I'd done my research before hand so it didn't matter) and didn't once suggest an iphone.
But it gets better... I'd looked up prices online and picked out which contract I wanted, however it wasn't listed on their in store price plans (no surprise really, online prices are always different to in store). I asked her about the plan I wanted, expecting to be told that no, she couldn't offer me that in store... but no, she took me over to her desk, looked it up online, and signed me up. No problems.
I've always found o2 extremely helpful, which is one of the reasons I've stayed with them rather than switching to someone like orange or 3, and also why I avoid carphone warehouse like a bad smell.