Without wanting to jump to the defence of Endura(o?)might I try to reason the matter of why they appear disengenuous with regard the missprinted shirts?
Having worked with merchandising in the past, I can say that sending out samples can prove costly, so having a nice box of seconds to send out will pay for itself, as samples of a shirt and not of the printing.
Their nature is to recoup the basic cost of the shirts, offering to still reduce the price according to quantity is, I believe, a minimal but fair consession for the error.
It's not cricket I know, but they could say the misprints are not available for sale as they have been exchanged for good/new, and for the simple fact of not wanting their product and services to be misrepresented in light of people wanting to wear a sample of a simple but inevitably costly error.
Personally I say lets get them all @ £17, and everyone breaks even.
Endra(o)? recover basic cost and get shot of a box in their wharehouse.
The 'silly' cyclists, like myself get a limited edition CC 'Friedly' jersey.
And last but by no means least, Cycle Chat gets twice as much publicity.
You've been a wonderful audience, good morning.