Ammo prices all seem to be going down but Federal's are as high as I've seen them, why?

So using Ammo seek it looks like ammo prices on popular calibers (9mm for example) are getting steadily lower. I can get a case of CCI/Speer brass 9mm ammo for like 36 cents a round after shipping. I can get steel cased Tula for around 30-32 cents a round after shipping.

But when I go to Federal's site, their prices are much higher than they were last year. I think I paid like $22 a box at the height of the shortage but with a 2 box limit from them last year for 115gr 9mm. Now that same box is $29.

I get that they're maybe a more reputable brand than something like Tula but is their target practice FMJ stuff that much better than CCI Blazer? Aren't CCI and Federal sister companies? I assume they have better brand recognition and people are willing to pay for that but I'm a little confused to see prices dropping most places for your basic stuff but Federals are rising.