it gets confusing because what SFRC does is, on some of the common items (eg Fed 223 1000 rounds) its always at 399.99 even during non sale period and it will say save 10% or whatever and when a sale does come through, it has to go back up to 429.99 and then less whatever discount. Why they do, i have no idea but it does make people think that they are bumping the price and then give out a sale discount.
The way i see it is, 399 for a crate of 223 is a good price and there arent any time limit of a sale to force you to buy right away, plus during non sale event, you can use the free ship promo code to waive the shipping cost.