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I've noticed the same thing comparing my reloads to factory ammo in my own rifles. I don't think the ammo companies are necessarily cheating anyone intentionally. They are putting premium bullets in those shells which cost a lot. No, I don't use the premium bullets in my own loads, but I suppose they are better performers theoretically. But I think where the expensive shelf ammo misses the boat is that they try to give the HIGHEST velocity possible in order to sell ammo. People that don't know better just assume that higher velocity is better. In my own loads I can't ever remember the max recommended load being the most accurate. The best load is typically a few thousand psi away from being at max velocity.
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