Again - points taken - however see my comments on "hobbyist math"... sometimes they really do only look at the price of the critter....
Some hobbyists will drive across town to save $2 on a bag of salt - never mind that it cost them $10 in gas to get it.
Same applies to shipping and such. That's part of the marketing.
The 6-lined Wrasse might be $22.99 at the LFS but it's "ONLY" $15.99 at F&S. Forget the fact that there's $35 shipping for next day air

In fact, if one orders up to $225 worth of "cheaper" fish (cheaper than LFS) the cost can about break even with LFS.
That's the point... it's perceived to be cheaper by many. And what the heck - if Joe Hobbyist overstocks his tank by maxing out his shipping by ordering too much at once - it's all guaranteed anyway!
I *have* seen this happen to a few people. The shipping structure makes it more appealing to order more than one thing. I don't think I know anybody that orders "one" fish (unless it's something rare - in which case it is likely a more learned hobbyist - but that's not what we're being critical of here).
Order enough goodies to stock that 20g all in one fell swoop - never mind that it should be stocked one fish at a time, over time... make the most of that single shipping charge and get it all at once. If it causes a spike and crap happens, they can get more.
I've seen it many times - and the whole model that Race puts out there, promotes that. Nope it's not worth the $35 to ship *one* fish, but if you buy $224.99 worth, the charge is the same. That's a lot of damsels, firefish, clowns, and other small bread-and-butter bits and pieces all at once. Average the cost of shipping over 10 organisms and that six lined wrasse is still cheaper than the LFS.
Forget the notion that you'd have bought the wrasse on one visit, waited a week or three, then added the firefish or whatnot.
That's my biggest peeve - it encourages people to buy in bulk - and that's not necessarily good for the fish - or the hobbyist.
Jenn