If a printing company describes themselves as being 'comfortable', it just means that they go to extremes to make the printing process painless for you. They take extra care to meet your needs and explain things in a way you can understand, even if you are not experienced at dealing with professional printing companies.
There is a collection of very particular vocabulary and jargon when it comes to printing processes. There are different paper types, and paper weights, and varnishes, and processes that you can choose to create different effects on your prints. Printing companies that describe themselves as being comfortable have representatives or possibly very user-friendly online software that will walk you through the process of ordering the kind of prints you want without assuming that you already know the print shop jargon.