In what way does Hornby's use of setting reflect Rob’s negative attitude?

Rob's record shop reflects his deliberate isolation. He says of his store, Championship Vinyl:

"I sell punk, blues, soul, and R&B, a bit of ska, some indie stuff, some sixties pop—everything for the serious record collector, as the ironically old-fashioned writing in the window says. We're in a quiet street in Holloway, carefully placed to attract the bare minimum of window-shoppers; there's no reason to come here at all, unless you live here" (37).

The setting of the story in the record shop symbolizes Rob's negative attitudes about women and romantic relationships. He is generally reluctant to put himself forward in relationships and tries to hide. In this way, he is like his store, which is set in a side street where no one can really find it. Rob tries to protect himself by being ironic and arch, much like the sign on his store. He reserves himself for the special few who manage to break through his isolation and find him.
In addition, like his store, Rob does not know quite how to define himself. He struggles even to describe himself and says merely that he is "OK-looking" (28). Similarly, his store sells a mishmash of music—a little bit of everything—and he seems to have a difficult time defining himself and the mission of his store. The main way the store, and Rob himself, define themselves is through their irony, so they don't present themselves with a sense of authenticity but with a sense of insecurity and confusion. The setting of the story represents Rob's insecurity, his ill-defined identity, and his negative attitude about romantic relationships.