i'm tempted to tell you not to go to this market...
...because the reality is that it's the best market in noe/bernal hands down. and i already have to fight among enough hipster/yupsters as it is!!
the food is great, with great selections of indie and regular products, the music is great, (while i was in there i heard lucinda williams and johnny cash then otis day and the nights), and the staff are all young and happy and friendly and helpful, ( but not stalky!)
It's always full of yummy smells and pretty fresh flowers and sparking clean...
best of all they have pomme lambic and arrogant b*stard ale!!
...but you don't HAVE to go.
you can totally stick with the safeway or the bell market, no problem, i won't even tell anyone...
:)
Pros: there are only pros for this place. it's great!
Cons: i guess the only drawback would be parking-but , hi, welcome to the city!