As a very unscientific sample, I would much rather have slightly higher prices on my products (which are still priced lower than the competition) and not have to pay shipping costs other than a one-time $79 yearly fee. It just feels better psychologically -- something that makes sense if you read "", a book I recently purchased from Amazon.com which talks about this sort of "irrational" purchasing decision -- and one that arrived at my door in just two days.