I like it when the customer is offered an option of dismantling the bundle or unrolling a jelly roll to save on shipping. I'm usually shopping for myself, so I don't mind. You can always send the ribbon along and the buyer can bundle it back up if they want.
Free shipping is wonderful, but the reality is that many of these shops just can't afford to give it away. I try to take in the whole picture when deciding. If I can get the same fabric for less money per yd/bundle/roll, etc., even with higher shipping, then I'm more inclined to do it that way.