Of course they do - it's the same in any business that finds itself withever decreasing margins - look at the explosion of 0870 phone numbers in the UK (where the receiver of the call reaps the lions share of the call charges)!!!
The Marketing Boys have to be ever more creative!
Check out e-bay! If you pick any "Buy It Now" item, you will not only find wild price variations, but the lower prices often disguise exaggerated postage and packing charges!
Caveat Emptor!!!