First, who wants a pressed CD? Maybe your conn sucks. Maybe you don't want to mess with BitTorrent. Maybe you can't burn a disc. Maybe you just get the warm and fuzzies having something official. Or maybe you simply don't know about something until you see it on a shelf.
What are your options? Order for free and wait 6-10 weeks. Order on Amazon for $12.99 plus shipping and wait about a week. Drive to Best Buy and pay $20.
I don't see how that's predatory. The cost is about convenience, shelf space and distribution. And it's nice to know Ubuntu is competing with Windows someplace physical.