I have the EK-FC680 GTX water block and after reading the instructions, they state that any G1/4" barbs will fit. I have just received EK-10mm(3/8") G1/4 high flow barb fittings form Overclockers and the thread is too big to even fit into the block.
My guess is they are EK G3/8 barbs sent to you or OcUK by mistake.
G3/8 was the standard fitting used on UK water cooling products like Thermochill, it's long been superseded as European/American companies went with G1/4 and the UK companies changed for compatibility. However companies such as EK still produce G3/8 barbs are the is still a demand for them, it sounds like some of these have made their way to you.
*EDIT*
Looks like that's a Bing-O, the stock code for the "G1/4" EK barbs on the OcUK store is actually the stock code for G3/8 threaded 1/2" barbs, check your hoses they shouldn't fit on the barb if there 3/8"
As a bit of a newb to watercooling, I've always assumed 1/4" was universal, some useful knowledge there Uber!