I believe it is a little of both (truth & marketing). I currently have a case of Fiocchi 230 gr. 45 acp FMJ on backorder at Sportsman guide for a couple of months now. Some ammo is out there.......but in limited supply, and the cost has definitely gone up dramatically. I used to get 1000rds. of factory 9mm regularly for around $100 bucks shipped, .45 acp in the $160 per 1k range. I can still go to gunshows and get reloads around that price, but gunshows aren't frequent in Tucson, AZ. in the summer months. Now if I can find 9mm. for $125.00 per 1k shipped, and .45 for under $200.00 shipped, I feel I did good. It is a good time to be a reloader, but even those supplies are becoming pretty expensive. I realize there is inflation and costs of materials have risen.........but these prices I state above are only a short time ago. Companies are having to take a beating on shipping cost (because of gas) also. They then pass along the costs to their customers. That said though, alot of the really big outfits have ammo, you just have to be wiling to pay for it. I have been focusing on ammo as much as I can now, and putting my guns and knives purchases on hold for the time being. I think with Iran and North Korea out there.........ammo might be even harder to come by in the not so distant future.
Take care, MIke Arnold