They weren't at all aggressive about pushing me into buying, which I also liked. I'm strongly considering buying a Secteur Elite Apex from them-- I liked the Apex group on the Roubaix quite a bit.
Sounds like a good shop to do business with, and that would be a good choice for a bike. Before you make a final choice, I'd make sure you checked out the Cannondale and Giant dealers; if they don't treat you as well, the decision has pretty much made itself.