I have recently bought two bikes here, one for my nine-year-old daughter and one for myself. We aren't bike experts and managed to screw up my daughter's rear brakes within days. They repaired it for free.
The customer service was okay. They didn't spend much time with either of us (we bought her bike a week before we bought mine), but they seem to have a great selection and are very knowledgeable. However, being an out-of-shape newbie, I felt a little like I was dismissed because I am not an avid biker.
The location, of course, is fantastic. There is a nice area to test ride and they are right on the Lake Monona loop.