Bill, we made the change to charge per item approximately 3-4 years ago. I don't believe any of our current staff was working then so yes, to them it's always been per item. I don't recall exactly the verbiage we've used on the website over the years, but I believe it used to just say "per transfer" which was slightly ambiguous and now says per firearm.
I was historically one of the biggest proponents for doing free transfers. Part of me would still like to do free transfers. But after our last ATF audit and the ATF's continuing push to revoke FFLs for what would have previously been considered minor paperwork errors, even I am in the camp of charging for transfers. After our last audit, we had to add additional resources to insure compliance with regulations on both receiving into the A&D boundbook and transferring out on 4473s. We are now spending an additional $1k-2k per month than we were before just to insure we keep our FFL. I know some people (not saying you) think that transfers have zero cost but in reality we spend a lot of time tracking down FFLs from senders, determining the proper firearm info for a one off gun with no markings that none of us have ever seen before, dealing with issues when the buyer doesn't want the gun because it doesn't match the gunbroker description or has a scratch on it, calling/emailing the person who doesn't come to pick up their gun for months (we have a couple of transfer guns we've had for 2+ years now that pretty soon we'll just sell), dealing with bad publicity because someone blows us up for not letting them know their gun was ready when their voicemail is full and we sent them multiple emails they didn't read, keeping the 4473s *forever*, etc.
Now, we are certainly open to the idea of changing how we charge and going to where we charge $X for the first firearm and $Y for each additional firearm. We'll have to discuss that internally and consider things like if the guns come from the same or different FFLs. We can also discuss internally trying to find a way to offer limited free transfers for loyal customers, perhaps using a 'free transfer' card we give out or one reduced cost/free transfer per month or quarter.
Now, if you were still teaching classes at the store you'd get the employee free transfer hook up! ;-P Hit me up if you're still teaching anything and we'll put you to work.