I agree and that's what the DSR's (detailed seller ratings) are for:
Item as described - I go back and read the description and compare to what I received, and rate accordingly. If the description and pictures are accurate, they get 5 stars. If it's pretty close, but they missed one or two details, then 4 stars and so on.
Communication - I rate them based on whether there is some or none. They get 5 stars if they acknowledge my payment, thank me for the bid and paying, tell me when the item is shipping and how it's shipping, and provide a tracking number if applicable. If they leave one or two items off the list, then they get 3 or 4 stars depending on what they left off (personally I think providing a tracking number is a huge thing, and a simple thanks is as well). If no communication, they get 1 star.
Shipping time - when I sell on
ebay, I ship 90% of my stuff next business day, and the rest within 2 business days. I dont expect sellers to do the same, but I think 3-4 business days is more than enough time unless they communicate to me as to why it might take longer. As long as they keep me in the loop, I will be more lenient.
Shipping and handling charges - I compare what I was charged to what the label says and rate accordingly. Ideally, I think a seller should not profit on shipping at all, but I dont expect them to lose money either. As a seller that is showing a net loss myself on shipping, I am surprised that more buyers arent using common sense when doing this rating (mine is 4.8 on this, the rest are 4.9). It's not me charging $15.45 to ship a football helmet to Washington, it's the post office and people need to recognize the difference....I am charging what the post office charges, and because of Paypal fees, I actually lose a little here.