I know this is an ancient thread, but I just moved to Tel Aviv from abroad and was looking for a barber. A few Google searches brought to this discussion and, since I live right down the street from Rafel, I decided to give him a try.

Almost three years after this thread was opened, Rafel is still there at 3 HaShomer. Prices: same. Haircut is 30NIS and shave is 25NIS.

Only got a haircut but it was a good experience and I'll definitely get a shave sometime soon. I also mentioned this thread and the video linked above -- he didn't know about either of them.