I think what bothers me is how much they're advertising their quality. Okay, I'm going to assume their quality is high.
So what? To me there is no advantage in paying the premium price for plinking ammo. IMO they're putting themselves in a poor spot.
When I buy ammo I want one of four things:
1 - cheap plinking ammo
2 - match ammo
3 - SHTF ammo (mil spec, crimped and sealed primers) to store
4 - personal defense ammo
They don't offer mil spec or defense ammo.
What they seem to offer is ammo that has the quality control of match ammo but is loaded with plinking components and is priced between match and plinking ammo. I don't want half way match ammo and I don't want expensive plinking ammo. They really should go one way or the other.
I have looked around for comparisons, and while there are some brands a bit cheaper, those same brands are: 1) Sold out on back order; 2) Coming soon; 3) Out of Stock, no back order.
I went around to a few gunshops, little or no 5.56/223 available and what is available is somebody's military surplus and the price is comparable to HPR'S bulk price. I am not seeing the 9.00 a box 9mm anywhere out where I am located. Same for .45ACP (my primary caliber)
I'm not sure where you live, but there's plenty of ammo around me. Three Walmarts within 20 minutes of me are fully stocked with WWB and Fed Champion pistol ammo as well as Win and Rem 223 for $10/box. I can drive 45 minutes to Dicks Sporting Goods and buy all the mil-spec Win 5.56 I want for $9 or Fed XM193 for $10.
Those are not the best prices for 223, but it is convenient to buy. The 9mm ammo prices are crazy. Win 9mmNATO and RWS 124gr FMJ are $13/box at Walmart.
If I want it cheaper I'll buy online. ammunitiontogo.com, sgammo.com, etc have tons of ammo in stock at good prices.