I've lived in Madison all my life; 21 years, and I have never been to Bagels Forever. I've driven past there several times and have even bought their bagels in the freezer section at Woodman's.
I regret never having stopped there before. They. Are. AWESOME.
I don't know if they make what people would consider "authentic" bagels, but in my opinion, they do bagels right.
They also know a thing or two about making delicious made-to-order sandwiches on the cheap. As long as I live in Madison, never again will I be going to Einstein's. I can get that same thing at Bagels Forever except it tastier, fresher, and a whole heck of a lot cheaper.
I think I may have a new obsession on my hands...