I bought my first two rifles from lever arms and I felt the guys at the counter weren't very approachable, they DO stare at you when you walk in, they ignore you until you ask for help... actually gave me a bad impression of the firearms crowd, having not known any better having just gotten my pal a little over a year ago
reliable on the other hand, excellent service and always a casual atmosphere... there's just ONE person at reliable that's a bit pushy and doesn't seem that nice, but I wont mention any names
if your a newbie like I was/am or your new in town I highly recommend reliable, better selection than lever too.