Ruger 10-22's can at times be "ammunition sensitive" particularly when new. If you're using the "Wally - World 500 to a box for $11.99" ammo or some similar variant, try switching to CCI mini-mags or a higher quality match ammo and see if it improves (note: true .22 match ammo can be pricey i.e., ~$10.00 per box -- CCI's aren't that much).
The difference in price buys you consistency. The cheaper ammo is produced at speeds you can't even see and there tend to be quality variants in the type and amount of powder, bullet seating and even rim-fire primer consistency.
All of this adds up to wildly changing internal ballistics which in turn drives the ejection process at different speeds and pressure. The gun's ejection system is designed to operate within a certian range of gas pressure from the cartridge discarge which drives the ejection mechanism. Rounds that produce presures outside this range will give the entire cycling sequence problems.
That the firing pin is striking the rim harder isn't surprising. The gun is new. See if there are any scratches or deformed brass on the casings. This could also speak to a mis-aligned ejector. My guess is this is a "break in period" sort of thing. Keep shooting it and try different ammo until you find something that runs well in it. Over time you may find the gun will be able to swallow and properly shoot cheaper ammo as it is broken in.
Good luck and keep us posted.
