shipping is'nt cheap
A lifetime warranty is a good selling point, but if that warranty does not cover shipping costs, it's not really totally cost "free", because you will have to spend something like $35 - $55 dollars to ship it overnight as required by the shippers. They may make a $100 repair at no-cost to you, but you are still out $50 for your trouble.
I had a feeding issue with a new Ruger and Ruger said to send it to them. It was not until I asked for a prepaid shipping label that they covered the shipping too. They didn't voice the prepaid offer on their own, but to Ruger's credit, they covered the cost both ways after my request.