Yep it's a big score of income so they charge the earth....if it's an option use Western Union if you have the BIC/IBAN and the SWIFT code of the receivers bank account.
You may want to look into an international postal money order if your seller accepts it, it may be cheaper.
Of course the actual cost to the bank is about $3-7...rest is pure profit which is why a lot of foreign workers use Western Union and Paypal to send money back home because even standard interbank remittances are over priced.
I get charged $30 AUD in Australia. It's cheaper ($20) per transfer if I sign up and do it online when I want.