it's $10 and change for a box of 20 at Cabela's, so I'm sure you could find it cheaper somewhere. $10-$11 for Grendel ammo is less than half of what AA is selling theirs for. Now, AA does use Lapua brass and bullets and top quality powder, so it's to be expected.
That definetely isn't too bad at all. on par with factory '06.
I was getting hopeful when I saw they were coming out with .30 carbine, but it ended up at the same price as UMC.