I've shopped at Jensen's several times and have always found them to be good people. If you expect a "come to momma" hug from Marilyn when you walk in, you may just be in the wrong place.
Bob has great deals on some stuff and is average to high on others. Bob has a weird policy of charging $50 for the NFA paperwork even though he's selling his cans and SBRs at full boat MSRP. Most SOTs I've dealt with only charge a transfer fee if they're not selling you the product. Covering such expenses is what markup is for.
In any case, I'm glad that someone is doing the "Lord's work" selling black rifles and tactical gear in northern Colorado. How boring it would be if every gun store was just another Elmer Fudd emporium.