Only _some_ people from the city proper frown upon "San Fran", frisco, etc. Most people don't care and more over people that I know from elsewhere in the Bay area do some times call it San Fran or Frisco, if only to annoy people who get annoyed by the monikers.
I couldn't care less what people call it. When I lived in towns closer to San Jose, 'San Jose' was the reference 'city'.
I couldn't care less what people call it. When I lived in towns closer to San Jose, 'San Jose' was the reference 'city'.