That's one way to look at it if you aren't a dealer.
If you are, chances are you have a different view. If two pals walk into the store with a firearm and want to do a transfer, yeah, that's about the size of it.
But when the gun is being shipped in, things get to be more of a hassle. They have to store the gun, have to find and contact the buyer, or wait for a buyer to show up and claim it. There are plenty of times when boxes arrive in the mail with no mention of who the gun is for, or other critical info. So, eventually the buyer is found, or comes in mad that they didn't get a phone call. Then they have to run the NICS call, which the buyer may or may not pass. If the buyer doesn't pass, they have a gun on hand that isn't theirs, can't be given to the buyer, and (if the seller isn't an FFL dealer themselves) can't be shipped back where it came from. Or the buyer looks at the gun, finds some damage that wasn't disclosed, and refuses it. Now what?
To sort out any of these things takes more time, and possibly money to ship things back across the country, all the while dealing with a buyer who isn't actually their customer, but who will feel free to behave as though he/she is. (Being "always right" and such.)
Then there are the folks who want to transfer in firearms which you already have sitting on the shelf, because they think they'll save a few bucks, and who actually may end up paying more by the time their done, but who are just happy not to have had to pay your markup ... which keeps your lights on and employees paid. That one's just rude.
Yes, I do feel that a transfers are part of the business that an owner signs on for when they become an FFL. They should provide that service as it helps keep the whole gun community humming along. But it is NOT a "free money" deal that they should be grateful to get.
If you use a dealer for transfers, try to do your homework so it goes well, be patient and polite, and tell 'em thank you when it's done.