Now here is a classy company in the 'states....

Precisely, and they aren't, either. Nothing is "free", the cost of shipping is already covered in the selling price of the product, and LL Bean is far from a discount retailer.
At best it means that they are taking a little less profit on each individual sale, for the purpose of making up the difference in volume or, more expensive sales per shipment.

It's more likely that sales have been waning and they are using the difference of shipping cost to increase sales, while still charging full list price for their products.

LL Bean has some great products, but, the reality is, they aren't exactly what can be called "reasonably priced."

Kudos to them for finding a way to lower prices, with out changing the price of their products. Remember, "The more you buy the more you save" ;)