They are pretty much consistant with pricing from place to place.
If you like that V-Max bullet, but not the price, go to Cabela's and get the UltraMax .223 with the 55 gr V-Max. Or you can get Black Hills Ammo with V-Max bullets too.
Lots cheaper than the factory Hornady ammo.
I personally use the UltraMax quite a bit & find them to perform flawlessly, and be dead nutz accurate.
Barry