Sure, I'd love a free service too. I'd also love a free million dollars. As you mention, it's a convenient service and one should not expect services free. With that in mind, roughly 3% is about the same (if not less) than standard CC processing fees. And if one is confident in the buyer/seller, sending as a "friend" is free.
At art festivals I've had numerous buyers, hip to this fee, send a PayPal payment as a "friend" and mention to me it was to help cut down on fees for me. Of course for buying/selling gear to strangers the fee is the cost of the PayPal "protection." With that in mind, and the buyer being the one protected the most, perhaps there is room for discussion on to whom the fee is applied. Any additional fees on the buyer though makes the sale harder, generally. Anyone selling items generally takes the fees/postage/whatever in mind when pricing, whether or not the buyer paying the fee is explicitly stated.
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