I think the notion that reloading is cheaper is part fallacy and part depending on how you look at it.  Given what it can cost for the components AND tooling/equipment, it can be quite a bit more expensive than buying off-the-shelf.  Carefully done, such as buying major items used can help moderate the setup cost.  If you roll all the costs of setup into it, if you are a low volume reloader, it can take a while to break even. 
For me, when I only recently started reloading, I was excited because I had inherited much of the equipment.  But, my penchant for high quality tools and equipment quickly cost me quite a bit, which I am not concerned about recouping.  It didn't take long for me to realize the real benefit of reloading was quality control in the production of highly consistent ammo.  I came to a point where I wanted to minimize all the physical variables/factors that contribute to inaccuracy in shooting so that I could learn to shoot (better).  I want to be confident that the fliers on target are due to me rather than what I'm shooting with. 
Rick