Walmart physical stores “brick and mortar”, charges different price for the same product, taking into account different “factors” like local competition.
Pointing at a single data point is not enough evidence to show that an upwards trend does not exist.
The single data point is the exact same single data point mentioned in the comment as the only evidence that an upwards trend existed in the first place.
...And the generic gelcap that is heavily marketed and merchandises better costs 7x more.