Compare the price of the item online versus in store, you will easily see the actual cost of "free shipping".
I was shopping for vanities (very heavy furniture) selling for $300 online as "free shipping". The same item down the street was $150 with no markdown.
People keep saying that, but I paid the exact same price in restaurant and with delivery, since both have people that require a tip and delivery is free over a certain amount
Edit: The solution would be transparency in delivery fees, Amazon has made it pretty clear that "free shipping" will always win though.