Are you installing the "Drivers and Utilities Combo Package" or just the "Printer Driver v9.80". I found when I first setup an Epson printer and used the Printer driver only, it didn't give me any options to set up the "series" driver and just automatically installed the AirPrint, I was even specifically looking out to avoid that...
When I reinstalled with the full package, over USB, the option to pick the driver type came up and I made sure to select the series driver...
MS
(Edit - I just reread your OP and saw you were using the driver only, try the full Combo Package...)