Before being too harsh on Ashley for the cost of shipping, the price break down might be of interest - bear in mind that to ship a single deck to the US using Royal Mail, even shipping it as Airmail printed papers to get a reduced rate could cost as much as £7.20, which when you add on the cost of secure packaging could make up about $12 / $13 dollars of that $25 cost. I don't know the deal Ashley has done with Ivory, but 100 decks doesn't win you a very low price per deck - if you assume that he is splitting the money with the designer, then once you remove the actual print cost and the packaging and shipping cost, he could easily be making $2 a deck or less.
So just a heads up that whilst you may consider it 'overpriced' I doubt that it is greed that has forced the price there - for limited runs like this it is more likely that that price is the only way to avoid losing money on the project.
Phill