There goes Mr. Skarka, with the stellar customer relations again.
tarchon - if the distribution of zipped PDF files is a major inconvenience for you, then the people to take your complaints to would be the administrators of RPGNow (or whichever other vendor you use). In RPGNow's case, they are the ones who require that the files they sell are distributed in .zip format. In some cases, publishers prefer providing .zip files because their products are actually several individual files. This is not always the case, however. As for the issue of preventing PDFs from opening in the browser window, the administrators of RPGNow might not be aware ofwhat you call "the easy fix." If you truly do have a problem with this mode of distribution, and would like to provide feedback that may lead to change, your best bet is to contact the administrators of RPGNow.
Since Mr. Skarka does public relations work for RPGNow, I am sure he would be able to provide you with the necessary contact information.
As to the topic of this thread:
To me, a PDF's size alone is irrelevant. Some material is better to provide in a small package. Not every publisher on RPGNow is aware of this, however, as I often see many small products that ought to be compiled and offered as a complete book. The main issue, however, is whether a PDF is priced appropriately relative to it's size. In this regard, I find many smaller products are actually grossly overpriced. I don't care whether the PDFs I buy are large or small; I just want to get my money's worth.