Personally, I feel the prices on 38 Sp is ridiculous...that said it was at one time the most widely used round out there. There were a lot of small companies selling commercially reloaded ammo cheap. The factories quite often had really good sales. But that was at the time when the police almost universally used 38s. Now it's the 9 mm. And for the average every day blow away ammo...the factories really only need load 2-4 different rounds...Sure they have the pretty, really expensive "self defense" rounds. And to be honest that cottage industry is a BIG money maker for all calibers these days. With the internet testers shooting all those water jugs and gel blocks helping that SD industry. The 38 and others have been relegated mostly to the back of the shelf...with much higher prices. Most of the self defense stuff could be reloaded by any enterprising shooter. Even in ammunition that the average buyer of ammo spends money on...pretty sells. Not the looks of the ammo...what the makers push and want you to believe...Kinda started way back yonder with Super-vel. As far as SD ammo...the 9mm NEEDS a bit of help...still. The boutique stuff on any caliber is actually eye candy...and evidently worth much more...Yep...I AM old and jaded. I'm not gonna shoot water jugs with ammo that costs 2 to 3 dollars or more per round