It's not ethical (probably not legal either), but if EVGA conveniently doesn't know how much you paid for them, you may be able to try stepping the cards up.
You have to show a reciept for purchase when you do a step up. So they will Always know how much you paid.
@Op If you have a use for the cards now, then it's not a bad price. But not great, and you can find better deals after rebate on better cards if you look.