Perhaps the average consumer does not catch the word "medium" in their description so they assume that they are getting a better deal. We certainly can't provide longstems for that price but my average custoner probably wouldn't even notice exactly what they were ordering. I think also that it has to do with the service names offered - UPS and FedEx are also well known and a lot of people feel they can depend on them.
I wonder, what is a "Medium" rose - 40 cm no doubt! The vase alone COSTS 9.37 + frt from FTD leaving 29.99 for Val roses (I guess the vase doesn't cost FTD.com as much)! Those who order it and EXPECT a florist to deliver it will be among the very disappointed the Valentines........
Real florists ROCK!!!!!!!!!!!!