Every time you buy a fish, you have to factor in "shipping", even if it's driving to the pet store to pick up one of theirs. That's gas in your tank or bus fare, or whichever. And that's simply the price you pay to get a fish that's generally healthier, and better quality than mass produced "Mill" fish. (comparing to puppy/kitten mills there).
I use shipping as a gauge to determine how badly do I want that particular fish. I have no problem paying $35-50 for a fish, but do I want to pay for the shipping on top of that? Sometimes, I find it might be worth it, providing I have something specific in mind.