The pins were reversed (as if looking from wrong side onto schematic).

http://dlnmh9ip6v2uc.cloudfront.net/datasheets/Components/Switches/EC12PLRGBSDVBF-D-25K-24-24C-6108-6H.pdf

Also confirmed in first comment(member 333036) on product page:
https://www.sparkfun.com/products/10982

Thanks!