I believe that is Sellier & Bellot, from Czechoslovakia? Good ammo.
Magtech has been around for a couple of decades. It's pretty good plinking ammo. I haven't tried any of the personal defense ammo, yet. You won't hurt your weapon with it.
It's kind of amazing to think that Federal, or others, would load special ammo for Wal-Mart. It would require setting up an entire line for this. That alone would eat up any potential savings. Then, I'd be sure to mention the fact that special runs use special serial numbers and ID on the boxes, another non-standard item.
I think that the price difference comes mostly from the fact that Wal-Mart buys ammo by the rail-car full. They also have less mark-up than most smaller stores. Buying direct from the manufacturer also removes a layer of mark-up. No wholesaler/distributor to add their costs on.
Figure it this way. Wal-Mart buys like this, Federal--------WalMart.
The Gun Shop buys like this: Federal-------Distributor-------Gun Shop
Wal-Mart also enjoys the largest discount in volume, even over a distributor. There is a single shipping cost involved, and no extra warehousing fees, profits, etc.
