I noticed the same thing yesterday.I knew ammo prices had gone up but did not realize how much.I went to Sportsmans Warehouse to pick up a box of .38 SPL.and a box of .357 Mag for a couple revolvers to place hidden around the house.$37 for the good .357 stuff.I ended up paying $18.99 for a box of WWB .38 SPL +P to use in both guns.I reload for both calibers but figure factory ammo is the way to go for defensive purposes,liability issues and such.I guess I have read too many Massad Ayoob articles.