You're pretty on target there. I've never ordered a fish online, despite my wants. I really want to get a SAE, but all the fish stores around here haven't heard of them... I even had one guy look into it with his supplier and he said his supplier didn't know what it was. I think he thought I was off my rocker.
Personally unless you're really interested in something, or it's a rare fish, I don't see paying $30 for shipping for a fish. But then again, I've spent money on dumber things.