The shop that I go to the most and steer as much business to as possible rarely has any of the guitars I like. It's the atmosphere, and the people who work there that make it a good shop. I know that if I go in there I'm going to be treated like they're glad to see me and 2/3 of the people who work there have atleast been to my house for dinner. I also know that under no circumstances will they burn me on anything, be it a pick or a top of the line bass.
But most of all, I go in there and the people who work there are interested in not only how I'm doing, but my mom, my dad (who are divorced btw- they aren't picking sides), and my brother too. Ultemately, it's called service.