At the end of the day, you are passing along certain costs to your customers. There are many ways to pass these costs along.
When you are in a market where price is everything (wireless service, banking, etc.), a market where your product or service being 5% higher means you lose sales, you end up with things like hidden fees, watered down products and services, etc.
If you're not in that type of market, why would you ever consider inviting consumer angst with something like a "fee" or an additional cost when you can pass your cost along strategically?