Christopher Chambers at Digital Instincts in Sunnyvale is good. He's friendly, responds to emails quickly, has great prices (especially if you get multiple long guns at the same time), and does SSEs.
High Bridge in San Francisco has friendly, knowledgeable staff, but they're much too expensive for transfers. (Edit: To clarify... I mean they charge a lot more for FFL transfers than Chris Chambers or many others listed in this thread; their prices for items in the store are reasonable.)