That's the way it's been on all stuff in the firearms industry. The retailers in the firearms industry claim to be "one of us", but try to rip our heads off on price and then claim its "just business". I remember a few years ago during one of the ammo scares, CTD did crazy pricing increases and everyone said they would never buy from them again. CTD is still in business and doing fine. I think from that many retailers learned that they can do whatever they like if there is a perceived shortage.
Ammo is starting to fill the shelves, and so the price is coming down. Looks like its going to be awhile longer for reloading components to start filling the shelves. But at least we are headed that way.
Since January of 2020 to now S&W has increased the MSRP price of a 686 15%, the retail price has increased 38%.