Hi
I went down and took a look at 10/22's over at Cabela's today. I think it took the guy 10 or 15 minutes to pull out all of the various varieties they had in stock. It probably slowed him down a bit that I was asking silly questions like "why?" as he came up with seemingly identical rifles at different prices. Even just sticking with Ruger he had a 3:1 price delta going.
What that all means I don't know. If you are shopping by mail I'd be very sure that you are comparing exactly the same rife between stores.
Bob