Pretty much... It's the same kind of logic that spawned prices like $59.99 rather than just a flat $60.00 pricetag.
People will THINK they're getting a great deal! OO! LEWK! FLEE SHEEPINK! SO CHIP MUT BAI!
But then again, charging shipping was also a bit of a screw in some ways as you get say... videogames listed for $5 buy it now prices, that have a $40 shipping charge. So yeah, in many ways this CAN be seen as a positive thing as it forces ACTUAL prices rather than 'scam' prices.