Hmmm. I have heard that they will have certain electronics with cheaper options and different model numbers, but nothing about ammo.
In this way, they can not have direct competition when they say that they have a certain model cheaper than anyone else. If WM is the only one with said model, they can have whatever price on it and have no direct model to model competition. But yes they typically do this so those that do not know better think they are getting a better value and saving money, when in reality they are getting a cheaper price but also a cheaper unit. This is especially true around the Christmas rush...my .02
I would love to know if their is actually a cheaper ammo sold their...someone should do a chronograph comparison with the same ammo's...such as the 9mm 115 fmj's or the .45 230 fmj's from Wally-World vs. those bought at say Gander Mountain or Cabellas, etc.