It does come down to being an informed customer.
I almost always consider the cost of shipping as part of the cost of an item.
I know there are other buyers on this board that do, too.
In some ways, it does cost as much for the "handling" of a package of needles as for a ten pound book - advertsing the product, preparation of the label, invoicing, etc.
That said - there is no way that I will pay $25 shipping and handling on a $10 DVD for a total cost of $35.00
Nor will I pay $5.00 shipping on a package of needles that will slip into an ordinary "routine mail" envelope.