I bought a 1150GS new from them back in 2002. Dale (who is still there, just a bit older now) really was a straight up guy. Knowledgeable about the bikes and not really pushy or aggressive in making the sale. My most pressured experience was at North Hollywood BMW and I didn't like that at all. Dale was able to throw in a set of cases to make the sale then and I was very happy with the experience.
I also liked the parts department. I think John (almost bald dude) has been there a long time. Good guy and very helpful too.
Now, I used to get the bike serviced there...... I wondered then why every service costs over $300 for the 3k service and almost $600 for the 6k service and that was one of the reason I sold the bike was that any savings on gas was negated by the cost of service. I'm not sure if it's like you said, they throw in stuff I didn't need. While I would buy bikes and parts from them, I'm not sure I would service my bike there. It's just me.