I mean no offense, and no judgement. I buy all my 10/22's at walmart.
But if you look at Wal-Marts economic strategy, particularly concerning niche market type of products, cheaper is rarely better. Their model is to edge in on a competitive market by offering a cheaper price on a "like" model of the same things. Meaning they've more than likely approached the firearm companies and struck a deal to price low, but scrimp on quality to maximize the profit margin. Good for business, bad for consumers who don't know what they're buying.
It's the same with all big box stores. Try researching the mower models at Lowes/Home Depot on the manufacturer sites. Can't be found. Or comparing Wal-Mart Levi's to jcpenney Levi's. Cheaper at Wal-Mart, but dont fit/feel the same. Mainly because big box products are purpose built to maximize that profit margin, even if it means sacrificing quality.
I completely understand saving money, I'm building my own AR with the help of my gunsmith. Good for his pocket, good for my pocket. Buying my own parts gives me complete control on buying 100% American made goods. Catching the sales that allow deep discounts on high dollar parts. Allowing me to build an $1800 rifle for just shy of $1000.
You just have to discover where that discount lies at the heart of those big box guns. Why are they cheaper. Wal-Mart claims it's their "power of mass purchasing", but as the most profitable business in the world, I'm guessing they're like NASA in contracting to the lowest bid regardless of quality.
I'm off topic here (as I usually am), but I totally agree with your views on Wal-Mart and the rest of those 'Marts. Someday, when we all work for Wal-Mart (or a company they control); someday, when just before introducing the president, the announcer says, "Coming up is the State of the Union address, brought to you by Wal-mart"; someday, maybe, people will see what Wal-Mart has done to this country in general, and to small business in particular.