That ammo is just a few bucks cheaper here in WA, so I don't think that price is completely unreasonable.
My 'Smiths love that ammo; very accurate stuff. So I have stocked up when I could find it at Wal-Mart. Hard to imagine a better general-purpose ammo for a .44 revolver.
As a side note:
Kudos to Wal-Mart for for continuing to offer ammuntion in this day and age, and at the best prices in town. Many so-called 'sporting goods' stores don't even sell ammo anymore.
So I am always polite when purchasing, not complaining when they ask if ammo is for rifle or pistol.
-Jim