Frisco, a goof?

In the movie 'goofs' for Blue State, it's stated that no self-respecting San Francisco resident says 'Frisco.' Funny, cuz a Google search for 'Frisco in san francisco' turns up (on the first page of results) businesses called Frisco Fried and Frisco Tattoo in San Francisco.

The proprietors aren't self-respecting SF residents, I guess.