Penfed is good for a single reason and that is their credit cards are the best of any Credit Union. Everything else about them is meh (haven't been to a b&m branch so I can't speak to those).
USAA is cool because of the wide variety of services that they offer and the customer service is first tier. I have my many services through them (including insurance and brokerage), but that is only available to full members. That said, none of the services that they offer can be considered the best in the business, but if you want lots of services in one spot they are a great place to start.
They are both very financially conservative, in that they are not impressed by people who are trying to wheel and deal with credit, but if you stay on top of your bills and use their products responsibly, you do get rewarded.
USAA in particular is wonderful to those with long histories with them. I encourage anyone who is currently eligible to join, even if you think you are a decade away from getting a credit product. Get a renter's insurance policy for $10 or something, just to get your foot in the door with them.
-- although as a recent thread pointed out, they tilt very heavily toward traditional lifestyles, and away from others. 
eta: sheesh, now I can't even do smileys right