It sucks because shipping is the main reason I don't order online as well.
I understand though, because the shipping profit you gain from small orders will compensate for the shipping loss you lose when people order a huge amount of items, obviously you have a big enough profit to cover for it as well, but company's will never take the hit like that.
Yeah it sucks like hell for someone who just needs a couple of things at a time and doesn't want to order in bulk or large quantities of items, but then the company has to either make the small orders bite the bullet or the big ones. You will always lose.
At the end of the day, all is done for the company's best interest and you will lose.