The only REAL problem I see with this Peter is that once you list an item, after what, 3 or 4 days, you cannot update the listing to state that its been sold and, from what I recall, you cannot even reply to your thread that the item was sold. (I could be wrong in the last item)
I agree with you as "Free Shipping" is simply non-existant. By that I mean, the Post Office doesn't deliver anything for free so that means that somebody has to pay for it. Of course this doesn't even factor in the costs "associated" with shipping such as coin protectors and envelopes. If your selling a $5 coin that you paid $5 dollars for, then you'll lose on seller's fee's AND shipping costs. Especially if all you sell are low dollar items and you sell a lot of low dollar items such as the OP's 35 coin buyer. Now, if my profit margin will allow it, I'll definitely offer free shipping as I don't mind picking up those costs out of my "profits". But as a general rule, I always charge "something" for shipping unless the profits warrant otherwise. Earning a penny here and a penny there just doesn't cut it anymore.
"Protection?" I don't think that Peter had a "Buyers Protection Program" in mind since that an additional cost for CT.
I am sure ebay doesn't want it either, but, thats why they are still in business and extremely profitable. Imagine how much volume (remember they get a piece of each deal) they would lose if they DIDN'T offer protection. The fees ebay charges have factored in the direct losses they take on honoring the protection. Wouldn't any medium do the same? I would rather hear Peters stance than speculation, thats why I asked him.