I think it sounds better than asking for paypal gift..... which is what I think sellers imply when they state, "net to me".
When a buyer sees that, most don't want to pay the paypal fee, and if they trust the seller based on good feedback they can opt to use the gift option instead. When it comes to pricing it's a psychological game. A person would be more inclined to think it's a better deal when it's $99 as oppose to $101.23, even though it's only $2.23 more.
Just like how saying $99 "net to me" sounds better than $99 + 3% paypal fees. People don't want to pay "fees"