I know one bitcoin machine in my country, but based on the guide video that i watch, the machine charges quite a lot and the rate is quite bad if you want to change your fiat to bitcoin.
Unfortunately most bitcoin ATMs are like that you described. Perhaps if there will be a lot of them, like two or three in every big shopping mall, then they will have no choice but lowering fees and giving better rates because of the rivalries.
I hope you are right, but the BTMs seem to be expensive to buy, maintain, take the cash out, as well as pay whatever rent.
There are about 7 machines in my city now (SE USA), none is cheaper than 13 - 14%, but it's a CITY and spread out, maybe with more BTMs closer together competition might help get fees lower.
If I am able to buy some BTC here in N Italy, I'll let you all know my experience.