My wife and I both bought bikes from this shop. I think some of the sales guys are better than others. Both bikes are under warranty so everything maintenance related (not parts) are covered in the first year. I like that they take the time to go the extra mile when doing a tune up as was proof when they repacked my bottom bracket and headset after running it through a ton of rain and mud.
I don't know if the level of bike you get gives you more attention... I love the Specialized brand of gear and bikes so I'll drive the 40 min each way for parts/service.
I wish the shop did more organized MTB rides. Also, one other improvement would be to run through a few "How-Tos" when you buy a $5k bike. Some of it is easy, but some would be much simpler with a 2 min tutorial.
Honestly, won't go or bring my bike anywhere else.