Just a newbie... but been checking out the stores in SF.
I've been to Ocean Treasures a few times (on Duboce). Ian was very helpful. They haven't officially opened, but they are open... Seems like a nice store with some friendly staff. They are still looking for additional staff. So, you might have to wait a little if it's busy. They give a BAR discount if you ask for it. I think the official opening is in about a month.
Been to Fish, Fish, more fish. Seems like some nice displays. Prices look a little high. I've stopped in a few times, but they haven't ever asked if I could be helped or have any questions.
I live down in the Marina, but still trek across town to Lucky Ocean on Balboa (Steve) or Ocean Treaures for my stuff so far. He also gives a BAR discount.