If you don't reload you aren't shooting 10mm anywhere near it's potential. I feel sorry for anyone paying anywhere near $35 a box. I roll my own for much, much less. Last time I checked I was running .36 a shot for my max loads, 180FMJ@1350fps. I have been lucky to get some good deals from friends and CGNers though. My target loads 180FMJ@1100fps, run a whole 20 cents a pop.