Did their prices go up $10 or was it just the sites I visited?

Most of the new equipment is more expensive.

Yes. The prices are also reflected in their downloadable catalog. Cumara went up too I believe if their initial price for most was $199

Around here I noticed the Crucial price jumped by $20.  They used to be $129 but now they're $149 instead.  All of Shimano's rods that I've seen in stores around here went up by at least $10 though.  Ain't stoppin' me from grabbing two Compre's anyway.