I believe that the idea is that the retailer is starting with 4/4 rough material and planing it to 3/4" in order to be convenient to, perhaps, the majority of their customers who may not have the means to thickness surface a board. This would be close to the sized dimension the customer might be after, and so the retailer is offering this as an unsolicited service and charging the customer for it, even customers who do not want the service if the customer is still willing to buy their product. Since they are probably using 4/4 lumber to start, you are paying for 4/4 because they are paying for 4/4, and also paying for the board processing services. If you are looking for rough lumber, there are better places to shop for lumber than what is in essence a retail hobbyist store.
Skip planing, which is to allow those of us who do not have "rough lumber transference vision" to see how the board might actually look when planed and allowing for color and grain selection in matching boards, should really do no more than skim the surface to remove the rough; these boards have not been faced on a jointer and are in all probability not flat. Mills do this to thousands of board feet at a time, with little concern other than pushing a hack of lumber through the planer at minimal cost as a value added service, so it is not the same as you lovingly flattening the board and then thickness planing it with very sharp cutters. Any 4/4 lumber I have bought skip planed is still at 15/16" plus.
Perhaps having a full shop I take this for granted, but generally I would rough cut the rough lumber to the approximate piece sizes that I need, and then flatten, straighten, and size each piece to the dimensions that I need, so that variation from flat and straight is minimized. To cut pieces from an already thicknessed board and hope that they don't twist or warp is not the best approach.
FWIW, YMMV.
Tone