> We can't get it without shipping. Don't quote prices that are impossible to achieve.

This, exactly.

When I first glanced and thought "Oh, $150 a year? That's not too bad." Then I looked closer and saw the shipping cost was extra.

It's not that the extra shipping cost was necessarily prohibitive, it's just that there's some sort of psychological effect (sticker shock, I guess?) where you think you know what the price of something is, and are disappointed to learn that's not really the price at all.