I bought a Santa Cruz Superlight 29 from Ben and the crew here a few months ago.
Now I'm an avid road cyclist so this was my first "real" mountain bike so I had no idea what I was looking for. Jason let me try a few that were in my size (Cannondale, Moots, Trek) and I really liked the way the Superlight felt. They gave me a fair price, threw in some pedals, a tube, and a ton of advice.
They also talked me into financing through Trek which gave me 6mo interest free! I've came in several times and they've always offered to adjust things for free. The whole experience was enjoyable, and they've earned my business for a while.
TL;DR: Great shop, premium products, knowledgable staff, fair prices.