I've had USAA now for 22 years (ex Coast Guard). They are great. Although I do wonder if service and quality will deteriorate now that it is open to the general public. I was always in favor of opening it to more than just officers and family, but the public at large makes me afraid.
Since when are they open to the general public?? There are still eligibility requirements listed on their website...
Edit: Checking/savings accounts are open to the public now. Insurance products and most other bank products are not.
Also, not trying to sound snobbish or elitist at all...it's just nice having products specifically tailored to and discounted for service men/women.