Also, what would be more acceptable? $10 for shipping? Yeah on paper that seems a lot better, but then is it okay if each of the racks is $0.76 more? You probably wouldn't care if they were, but that's where the extra shipping cost gets distributed.
Mentally, we hate paying for shipping because it's something intangible. Once the goods that you've already paid for have arrived, what have you paid for with respect to shipping? There's nothing to hold, nothing to use.
I think this is why lots of business models just offer free shipping and build the price into the goods. Look at
Amazon. They offer free prime shipping on everything and most people don't even care about what the prices of the item that they're buying. It must be a good deal cuz you're getting free shipping right?