As of mid-Friday, both FTD and 1800 removed the 'direct ship' products from their home pages and focused on florist-delivered items. Smart
FTD probably bumped the fee for two reasons:
1) Placing those orders was definitely going to take more time
2) It gave them a few dollar cushion to include more for local delivery fees if requested.
BTW, we bumped our local delivery price on our site and on phone-in orders to $12.95 for purchases made for same-day Saturday or Sunday. No one even blinked.