This is my limited experience based on a total of 5 different Rogers stores (Canada)...
Last year when I was buying my Focus, my experience with local carriers was OK - I went to 2 stores, one didn't have the Focus and the other I got it without any problems. In fact, the salesperson was reasonable. He didn't own a WP7 device nor did he try it out until I asked to buy it (didn't try to divert me to other phones), and was just downright impressed with the device - and started bashing iPhone. A couple months in I visited a Rogers section at Future Shop with a friend, and when I started promoting WP7 to the sales rep he pretty much shrugged me off.
Almost one year later ... I went to 2 different Rogers stores, and I was fairly happy, but maybe not surprised. Firstly, Nokia has certainly generated a little hype, I asked a salesperson if we'll get 2nd-gen devices and she said she didn't know, but immediately admitted that she was excited about WP7.5 on Nokia. She was quite familiar with the WP7.5 OS' strengths and said its "marriage" with Nokia is a great move. She went on to praise Nokia's hardware quality and innovation, etc. At another store, I went to get a replacement internet stick and while the whole admin process was going I started speaking to I think a lead rep or something, and again, he was praising the Nokia + WP7.5 combo - saying stuff about how Nokia has good hardware and now it has good software, was amazed to see the response and fluidity of WP OS, etc.
To be honest I think people see the Lumia-series as a Nokia phone above anything else, even in terms of OS. Yes they'll learn later that the OS is WP7.5, but it isn't something that sticks heavy on people's heads until they actually tie themselves into the phone. For now, at least when you check out YouTube videos, they see Nokia as the 3rd contender against Apple and Android, not necessarily the WP OS. But at the same time, a lot of people (e.g. my Android/Apply/BB user friends) are seeing Nokia as a solid contender with WP7.5, and a fair number of them are actually planning to buy a Nokia WP handset.