It's also worth mentioning the gradual build to the main bulk of the story. Again, this could be off putting to readers wanting a quick fix of action, gore and general unpleasantness. You don't have to look too deep to see the real unpleasantness comes from the inhabitants of the town and from their secrets, not from physical horror straight from the first page.
The only downsides were few. I would have liked more exploration of a character who has interests which would stop him taking his computer to PC World, and a part of the end felt rushed to me, but otherwise, this is a fine book.
In short: original and creepy. Just don't be surprised if you want to have a wash after you've finished it.