Recent Supermarket wars

Is it just me, or does it seem very suspicious that with gas prices not moving much, and cost of goods in general aren't going down.  Why then can all these Supermarkets suddenly make their prices so low and claim that, this is now their EVERYDAY pricing.  So does this mean then that you've been shafting your customers for years, and could have offered these prices all along??  I don't think it's just politicians getting rich.