I have had the same experience.
It's hard for me to pass up a good price for what appears to be
good cuts like rib eye, shell or filet.
During the past year I have tried them all at Shoprite,
and been disappointed in the taste. Usually lacking in
flavor, and it seems pretty much devoid of marbeling. I have not given up totally and recently bought
some Australian rib eye steaks and marinated them in oil,light
soy, garlic and some sugar. When grilled on my stove top to
medium rare they actually tasted good, far superior to the
tasteless non marinated australian.
I am tempted to purchase a whole filet today, but may just
substitute lobster instead. It depends on how I feel when
I walk through the store.