P14, you haven't been "HAD". You bought a single box? If that is the case, the price is in the right range. Look at the quantities EE is buying. The dealer probably gave him a good price on a quantity purchase. Eley EPS isn't exactly a quick mover off the shelves. Price is one reason the other is most people can't shoot the difference in accuracy it gives. 22rf is a whole different ball game, in comparison to centerfire. There are many things to take into account. Varying rim thicknesses for one thing as well as consistent ignition. Some rifles, hate it as well. That being said, most rifles don't have tight enough tolerances to really show enough improvement to warrant the extra cash outlay.
Modern 22rf ammunition is the steal of the century. It's reliable, available in quantity, cheap, consistent and usually acceptably accurate in most off the shelf rifles. shooting Eley EPS in the average 10/22, will not turn it into a tack driver. The same goes for most other rifles. People that buy the type of rifles that require "match" ammunition, usually have the rifles purpose built and chambered for specific brands.
Rim fire match shooters, are an unusually picky bunch, to say the least. If they find a lot of ammunition their rifles really shoot well, they will buy several cases of 5000, not an individual box or a brick. Dealers, just can't afford to keep this stuff on the shelf, gathering dust. They need a quick turn over to make enough money to live on. They are doing their customers a favor by stocking it in the first place.