I am a little reticent in commenting on this thread. Please bear with me and accept my apologies in advance.
To start with, Betta are cheap. If it costs $100 to have a fish shipped to your home, it's a bargain. That caliber of fish is difficult enough to breed, let alone the painstaking (read: expensive) handling requirements of an aggressive species, added to the costs of shipping a fragile living animal.
Most people who spend more than fifty-dollars on a fish are not going to kep it in a two-gallon KritterKeeper with a bubbler and a Kmart plastic plant. My twenty-dollar fish just died, leaving me with $120 worth of unused tank, heater, filter, plants and decor.
My point is: any customer who can quibble about the cost of shipping, or chooses a cheaper slower method or declines safety measures like heat or cold pak, perhaps can't afford to keep the fish.
BettaUSA posits that the seller should, if he can, take precautions to ensure safe arrival, and pass along any additional costs to the buyer. That's the moral thing to do. But how much time and effort should the seller incur (and charge for); where does his responsibility end? Does he have to research the weather in thirty different cities around the world for his thirty daily shipments? Does he have to decide which get heat-paks and which ones get cold-paks.
And what if his decision is wrong, or what if conditions change. It's been over eighty degrees in the upper midwest this week. What if a heat-pak were included and killed the fish; who's fault is that? More to the point: whose responsibility should it have been to make that decision, the buyer on the spot or the seller thousands of mile away.?
The buyer gets dead fish and lost investment, the seller's reputation is damaged and, conceivably, he loses future business. This looks to me like a lose/lose situation all around.
Fortunately, thousands of fancy, expensive fish are shipped daily world-wide with no problem, and are received into healthy loving homes. The DOAs are a regrettable exception but, however sad, exceptions nonetheless.