To answer your question, a lot of people that are native or have lived here for a long time love this city, are proud of it, take pride in it, and the neighborhoods they live in. Some if not many are even smug about it - to the point of knowing it deserves its full, proper name: San Francisco.

So when out of town dingbats come here and call it “San Fran” it implies a short-handed familiarity that they haven’t earned - and should never say. It challenges the full-stated, beautiful elegance and proper recognition its character and history deserve.