If they're doing this purely out of courtesy, then yes, I could understand that being wrong about the fragility of bicycles could lead to such a disparity of broken things, since they pay no consequences for being wrong. However if there is a simple insurance policy, which I can only imagine any business would have with a shipping company, they are paying consequences for it, and they would have reason to learn, and try to treat bicycles a little more like televisions.
Apparently this isn't happening, but I don't understand why.
EDIT: I would add that the only explanation I have is that bicycles are less expensive than televisions. This implies that putting a television on the box leads the shipping company to believe that they have to put more time (aka money) into care for the box than they actually have to. This is what lead to my comment about fraud.
If I had a nickel for every time I've had an Amazon purchase refunded or replaced because the delivery person smashed it to hell, or jammed it into a mailbox that was clearly too small, or left it out in the rain unwrapped, or even tossed it in the snowbank during a storm that dumped a foot and a half of snow and disappeared it until spring... I could probably buy a candy bar.
(I'm British, so I know it's not British.)
> ... If I had a nickel for every time I've had an Amazon purchase refunded or replaced because ...
Hah, looks like I forgot how expensive candy bars are. Okay I get it.
I literally can't think of more than maybe 1 or 2 in all that time that have ever been damaged.
Edit: Sorry, I should have made that clearer in my previous comment.
Don't forget that "good bikes" are actually very rare, especially if counted in volume (not price).
You can buy an adult mountain bike for £80 including 20% VAT in the UK. That's $100.
I've used one like this, it lasted less than 6 months of daily use before the sprockets, wheels, bearings and brakes were ruined.
http://www.tesco.com/direct/north-gear-rxt-mens-adults-mount...
My perspective: I used to be like you and spend around $250. The bikes would break more easily (although maybe with an insurance/maintenance plan I would have been happier).
Meanwhile, everyone else spends four figures a year on transportation (driving costs about £1000 a year, the tube costs the same). I figured if I would buy an expensive bike once it would justify the cost over many years.
I bought a folding bike (a brompton) rather than a road bike - it cost around £900. They last for decades if treated right. So the cost, divided over the years of use, is negligible compared to other modes of transport.