It's not that cut and dry. The ammo manufacturers were (and at this point) still are selling to their distributers at previously negotiated prices (i.e. 2019 prices). The distributers and those after them in the supply chain are selling above MSRP. Even if you agree to those prices, they are gouging prices, due to their access to the supply. Likewise, there are millions of new gun owners and they don't know what "normal" prices are and if they see a box of ammo for $x in their LGS they just buy it thinking it's normal pricing.
Then there are some sites that are blatantly trying to trick people. I saw a post where someone ordered primers where the price was exactly what 5K were selling at, but it turned out to be only 1K. It was even above gunbroker prices.
If the ammo/component manufacturers aren't making more money per box than they were a year ago, why should the distributers be the only ones raking in the extra money? That is certainly not going to benefit us, the shooting community, in the long run. I guess this is why a bunch of them, including the powder companies, have started selling on their own sites.