In the same way that cartels use hundreds of drug mules to smuggle drugs across the border knowing that a certain percentage will be caught and a certain percentage will succeed, carders are now using this same pattern. Instead of placing a small number of orders for a high value, place a large number of orders for a medium-to-high value under the assumption that some will go through.
Looking at the e-commerce store mentioned in Brian's article, it seems they're simply new to the scene and haven't understood that credit card fraud using physical items follows 3 patterns:
1. Billing and shipping address are different.
2. IP address is geographically far from the billing address OR its a server/EC2/VPN. Note: Yes, carders sometimes use proxies near the billing address BUT ask yourself, if they're shipping it to a separate address with (presumably not to attract suspicion) the same "ship to" name as the "bill to" name, why would they ship it elsewhere? I have seen carders that will use the same last name but with a different name, making it appear that its a relative or family member, but those are usually few and far between and still flagged for other reasons.
3. Credit card number was pasted instead of typed.