Pretty much this. I highly suspect this is just a matter of advertising chasing ROI.

Firearms, ammunition (if you can even find it), plate carriers, plates, optics, NVGs, holsters - all of it is selling for at least 200% what it was one year ago right now. Everyone running ad campaigns is seeing ROI > 3 and dramatically increasing spend.

Once bids rise to the point that ROI is normalized, we'll see less of this.