What was the barrel length used to get the advertised FPS? What brass, bullet, seating length, distance from lands, temperature, etc... ?
All those variables can make a difference.
Generally I use advertised velocities as a guideline (i.e., "this configuration should be faster than that load.") and don't expect my real life velocities to actually match advertised specs.
Reloading manuals are generally conservative in their max loads because they don't want anything dangerous to happen to a reloader/shooter who is following their recipes. It's a liability thing. Some people safely load over the suggested max loads in the book because they have the knowledge, skills and experience to do so while still being safe.
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