I frequent a place in sunny plaza (near Valley/San Gabriel) and the price has gone down from $30-40 last year to $15. Even though quality is a bit less consistent right now and the place is showing some wear and tear, it's becoming more and more popular among non-asians. There are personal LCD TVs on the first floor.
Unfortunately some rather obnoxious and demanding customers I occasionally see there don't even bother to tip. Please be nice and give a few bucks to your masseuses/ers, as you can imagine they don't make much with current pricing.