Doesn't the seller file a claim with the shipping company? If they get refunded, then the customer is essentially paying shipping twice. If not, my thought would boil down to why the DOA. Fish do die naturally. Seems to me that there might be culpability on either the seller or the shipper depending on the situation. The customer (hopefully) is aware of the shipping practices of the seller. The customer can agree or disagree with their practice. Personally, I much prefer the seller taking full responsibility. If the seller does take full responsibility it gives me additional confidence that I am buying from a highly reputable seller (pending their reviews are positive).