Thats the Sugg. Retail price as you said. If you do some shopping around you can get them much cheaper. I ended up getting my 500 S&W Handi-rifle special order from Wal-Mart and I only paid $220.00 total. Same thing with ammo if you shop around you can find some quaility ammo for very decent prices. I ended up paying $25.00 for 20rds instead of the $40-$45 for 12rds that is the norm at retail stores.