FWIW, when Academy first opened here its prices were lower than the local WM. Since then the WM closest to Academy has lowered their prices to be competitive, but still isn't as low on most "name brand" ammo, while the WM a few miles farther away has retained its higher prices. Dick's, across town, is still higher than any of those except for the occasional special such as Dave was attempting to take advantage of. At least that's been my observation on the types/calibers of ammunition that I've purchased locally.WM has whored up the margins.