The Tech Guys is the name given by PC World to some of its staff - presumably the technical ones.
www.thetechguys.com/ourservices/index.shtm
No offence intended to any PC World employees who frequent the site, but if I had data that hadn't been backed-up that needed to be recovered, I wouldn't be going to PC World, I'd go to a specialised data recovery company... but it's gonna potentially be very expensive, i.e. over a grand depending upon the amount of data to be recovered. Most companies I know of will scan the drive to see what they can recover, then provide you with a quote, but it's very rarely cheap.
---------- Post added at 10:52 ---------- Previous post was at 10:48 ----------
ps - anyone notice the obvious mistake with this image on the Tech Guys homepage...?