This incident does prompt the issue of just whom is an "authorized Eset Partner." Finding that info on the web is next to impossible.
A consumer will always try to find the lowest price for any product assuming other purchase considerations are the same. In the U.S., newegg.com will run periodic sales on Eset products. Newegg is a major Internet retailer in the U.S.. I have never had an issue with purchasing an Eset license with them. However, no where on the web can I find Eset listing them as an "authorized partner." Assumed here is Eset's in-country subsidiaries do in fact have sales relationships with other sources but it appears do not want to publicly disclosed those relationships.
In reality from what I can determine is in the U.S., the only listed Eset authorized partner is Eset themselves.
Bottom line is that it appears to me that Eset is trying to receive the highest sales price by redirecting to their own internal in-country web sites. Also all the above is why individuals end up purchasing a license from an unauthorized source.