I've been to many guns shops in Utah. FBMG is hands down my favorite for the following reasons:
1. They were very friendly. It seems like many guns shops you go into are shocked you had the audacity to walk into there place. Condescending or otherwise off putting staff is not something I am willing to put up with when I am spending thousands of dollars. Under friendly I would also list willing to wait on you and talk to you. Many guns shops I stood at the counter a good long while before it dawns on anyone there that I may want to buy something. All in all I have always left FBMG feeling like I was just talking to my friends about guns. I'll name names here on two I have found particularly unfriendly/unhelpful, Get Some Guns and Ammo and Dougs shoot n sports. i've never been in Impact simply because the reviews I have heard from various people in the Utah gun community have been very negative and Impacts prices have never given me reason to try to prove them wrong.
2. They are very knowledgeable. I always try to do a lot of research before I buy any gun. Because of this it is pretty easy to spot someone who doesn't know what they are talking about. I have actually been astounded by the lack of knowledge I have encountered behind the counter some places. The staff at FBMG clearly knows what they are talking about and in my experiences is not only willing to share that information but do so without coming across as arrogant jerks. It is one of the few gun shops I really like talking to the staff.
3. They don't try to push stuff on you that you don't want or need. In my dealings with them I have always simply tried to help me identify what my needs are and what would best serve them. They've been willing to help me with things even when they knew it wouldn't result in my buying anything from them.
I do most of my gun related business in another state but when I am in Utah and need to do gun related business I go to FBMG , and I literally drive right past other guns shops to get there. I recommend them to my friends and family and so I don't hesitate to do it here either. They have treated me more than fairly in my dealings with them.