Walmart rifle ammo not competitive??

[DavidRSA]

While I find that handgun rounds prices - specifically 9mm when avaiiable - are unbeatable at Walmart, I find that there pricing for .223/5.56 is not competitive, perhaps 40-50c per round. The PMC I have been buying (over 200 rounds so far an no misfires) can be found at 33c approx per round at regular gun dealers on the web. Surely WM can do better on their rifle ammo prices??