Question: what does "free shipping" mean on eBay? It means there is no additional charge added to your order for shipping when you buy the product. Go list something for sale and show me a screen shot for "shipping included", I've never seen it in any of the times I've sold something I'd grown tired of dusting.
Why would this be perceived as any different if they offered it on eBay at $1228 + $200 shipping charge instead of $1448 + no separate charge for shipping?
Does one cost more than the other? Does "free shipping" cost less than "shipping included"? If they cost the same, why would anyone perceive any difference between them?
Either way anyone who's sold anything on eBay knows full well they get their cut, Paypal too. Usually a better deal to be had at the seller's direct website and cut out the ebay/paypal percentages. So there shouldn't be any surprise at all that direct is even cheaper an option.