By law in California, they have to do the transfer if it is a private transfer between two California residents and both parties are in the store. It is $25 for the DROS and they can charge up to $10 for a processing fee, with any amount billed for storage fees. (Yes, old B&B got in trouble for charging storage fees, but later it was found that Bill Lockyer neglected to establish a limit on storage fees, and the case was dropped).
If it was a private transfer and both parties were in the store, might there be some other subjectivity that is obstructing the transfer? Was it a CA rifle in which the muzzle brake is CA approved? If not, they won't transfer it. Did you or the buyer have any issue of identification not being current or not from California (which is Federal law). If so, they won't do the transfer.
You did not go into detail on the nature of your transfer. If the following is not true, ignore the info - if it is true, it's not a slight at you, just economic facts of small business gun dealers: If you bought it used from a non-dealer in another state, or were ordering it from another dealer in another state to save a few bucks, there is no requirement for them to comply with your wishes. If they do receive the transfer for you from elsewhere, expect to pay a hefty transfer fee anyway, between $65.00 to $80.00 (which most dealers will charge). If this is the scenario, I can't say that I blame them. Transferring a gun in CA is a lot of paperwork, and a lot of filing. The $25 DROS fee does not cover their labor, nor their loss of a sale to you, nor their loss of sales to other potential customers in the store, as they spend the time in the store assisting you in filling out the DROS, filling out the 4473, logging that info into the State DOJ computer, taking your thumbprint, having you fill out the safe/gun-lock affidavit, nor storing that rifle on their premises (taking up valuable space) for 10 days. then they must wait on you again when you come back in to pick it up. I understand you may have bought it elsewhere to save on taxes, or you got a cheaper price from a dealer selling it used or possibly has no store in another state, and his prices are lower due to no overhead. However in CA, you must have a storefront as an FFL. When people buy rifles out of state to save a few bucks and skip the sales tax, merely to save about $50.00 - $100.00, THAT is what is putting CA dealers out of business. It only hurts local business, and in the long run, you really don't get the advantage of warranty service and guarantees that come with buying locally. Please take no offense; it's just the dealer's point of view on this matter that you should view it from. If this is not the transfer you were attempting, then pay no heed at all. However, if you call around, you will find that most dealers will charge up to $80 to receive out-of-state guns.
Often, a rare rifle comes up that you can only get out-of-state, and maybe nobody in CA has one available. Let's say an H&K 770 or a mint Winchester Pre-64 chambered in .375 H&H, by example. Rettings would handle it without question. But it's good to have a friend that is an FFL if you do this often, to save on the $60 - $80 fees. But a Springfield SOCOM ? That's relatively common and Rettings has plenty in stock they could have sold to you as new. In fact, I fully expect Turner's to be selling them this fall for an extremely good price, as soon as Springfield can manuafacture a surplus of them that allows Turner's to buy a bulk quantity - right now it's only 1's and 2's.
Rettings is one of the largest dealers of Springfield Armory firearms in the state of California; they are one of the country's top sellers and often carry specialty issue series Springfields that not even stores in other parts of the country can obtain. They were one of the first to have a Whitefeather in the store as general stock. When Springfield released the new run of M1 Garands, the first 450 were manufactured using Danish BREDA receivers (which are forged, not cast, as the current Springfield made receivers are made). Rettings received 20 of the first 450 before anybody anywhere else. They have a strong contract and great relationship with Springfield.
It must seem clear that to some degree, I am in their defense. I have never had a bad deal there, and the customer service has always been excellent. I'm not shilling for them, because every dealer has an off day, and every employee has an off day - may be that was the day you were in the store. But Rettings is extremely reputable, so I am curious as to what went wrong or as to the details of the transfer.
You may want to call Ted at LA Guns in West Hollywood (on Sunset strip)- that's the next closest dealer I can think of if you are looking for a dealer to do the transfer in that approximate area. I would have told you to use Red Star across the street from Rettings, but they went out of business two months ago - last auction of store goods was 7/26/04 and everything went for pennies on the dollar. Sad. And they did transfers for the $25, no questions asked!