IIS 7 rewrite rule and Url.Content issues

I have the following rule in IIS 7:

           <rule name="Category" enabled="true">
              <match url="^store/([0-9]+)/(.*)" />
              <action type="Rewrite" url="store?cid={R:1}" appendQueryString="false" logRewrittenUrl="true" />
           </rule>

Which seems to work fine, however in my ASP.Net MVC 3 app I have several @Url.Content("~/") entries which are resolving to /store/ as the root as opposed to /. A typical url would be http://mysite.com/store/99/coats-with-hoods for example.

EDIT/UPDATE: I'm still pulling my hair out on this one, so I decided to look into Url.Content code-base and I noticed that it checks if the URL has been re-written (true) and if so it makes the path relevant, which in turn does not give me the absolute URL:

    if (!PathHelpers._urlRewriterHelper.WasRequestRewritten(httpContext))
      return contentPath;
    string relativePath = PathHelpers.MakeRelative(httpContext.Request.Path, contentPath);
    return PathHelpers.MakeAbsolute(httpContext.Request.RawUrl, relativePath);

Anyone know why this would be? I'm a bit confused as to why this is happening and how I can account for it in my application?

Ok once I realised that I was never going to be able to use IIS Rewrite against ASP.Net MVC I decided to use HttpContext.RewritePath instead, and now all appears to be working as it should.

This is quite a fundamental issue as it wasn't just Url.Content that was affected, it was controller routes too, I had a form on this particular page that was also incorrectly pointing to /store/ instead of /.