I honestly think far more volume of bullets are purchased by hand loaders, than are sold as loaded ammo. When I buy bullets, I prefer to get 1k at a time and same lot #. Yeah it may take me a year +- to shoot em all, but who buys that much factory ammo and shots that much in ONE gun? That'd cost a fortune. I shoot 13 different rifles, one gets a partial diet o 30$/box factory ammo cuz it shoots so good, everything else is roll my own. They're in theory cutting off the hand that feeds. A lot of shooters have been waiting for 131 blackjacks for a while(Sierra makes em) most these shooters have switched to bergers. Will they go back? Maybe, maybe not. This choice to prioritize other product lines will hurt their bottom line in the long run, guaranteed.