Back when metallic cartridges were the new thing, a lot of them, both rimfire and centerfire used the "heel" type bullet with an external lubricant. Early lubes were rather soft, and sticky. Over time, most rounds changed to an inside (the case) lubricated bullet, which we still use today.
The .22 rimfire kept its outside lube and heel type bullet, but the lube was improved from a grease to a wax, which was much better at not having everything in your pocket stick to it, and left much less residue in the gun, and on your hands.
Eley is primarily target ammo, not expected to have to endure the rigors of field use, and its lube is maybe a bit less "hard" than that used for hunting & plinking ammo.
All else being equal (and it almost never is) bigger bullets tend to work better.