Has Atmel significantly raised 8-bit MCU prices recently or is this Digikey?

$2.77 for bootloaded & labelled parts, mailed inexpensively from Niagara Falls, Canada
Atmega328 w/ Arduino UNO Optiboot Bootloader ATMEGA328P-PU - dipmicro electronics Uno bootloader
Atmega328 w/ Arduino Duemilanove Bootloader ATMEGA328P-PU - dipmicro electronics Duemilanove bootloader