I reload my own ammo and in my eyes there is really only 2 reasons. To save money or to taylor make better and more accurate ammo for a particular gun. Of course you can do both. When I load .38 Special, I don't use the cheapest bullets out there, generally buy what works the best for the application within reason. I figure by buying a decent quantity of coated Lead bullets, Federal primers and buying powder by the pound, my cost on loaded rounds is between 10-14 cents per round Depending on what bullet I use and if I bought primers on sale and got either free shipping and/or haz mat. With that being said, why does it bother me to pay 10-12 cents per round for match grade .22 lr ammo? It shoots much better in my revolvers than the 5 cents a round bulk .22 ammo and actually I don't even have to spend time loading it or cleaning the brass? It is basically comparing apples to apples. Its a bullet. You point it at a target and shoot it. I picked up some match .22 at Academy this week and almost put it back. I know I can load .38 a lot cheaper per round but I want clean and accurate ammo. I can't figure out why it bothers me so much to pay the same for .22. Anyone else have this problem or am I the lone nut sitting out in the desert by himself?