Most of the local gun stores jack up their ammo prices because that's where the money is. Honest gun shops do not make a whole lot of money on the firearms they sell, so they jack up the prices on their accessories such as ammo.
It's kinda like fast food places they sell a Whopper for .99, and then sell you a soda fo $1.79. The product cost for a Whopper is probably 65%, and the product cost for the soda is around 14%. They make their money on the ancellary products, and make little on the items that bring the customers to their store. The voice from the magic box will alway ask you would you like something to drink with that , and would you like some fries?
I am a smart shopper like most here & order my ammo on line, purchase it at Bi-Mart, or pick it up at a gun show.
BTW I picked up some more Q3131A at the local Bi-Mart today!