In fairness to SG, they held the line on pricing for what they had in stock, and Sam's emails made it clear that once they restocked, they were going to raise prices. That's about as much as you can ask, really. After all, they're having to deal with shortages from their suppliers (literally zero 9mm or 5.56 last time checked), and if they're without ammunition for a few weeks, that's going to hurt their bottom line as well.
Sam at SG started warning customers last year that prices were going up soon. It wasn't a marketing scheme. He was just being straight, as always. But I don't think anyone anticipated just HOW much prices would go up. Some of us had the privilege to make hay while the sun shined. I'm truly sorry for the others.