please ignore this. my bad. didSelectRowAtIndexPath i should not get cell with dequeueReusableCellWithIdentifier
(void)tableView:(UITableView *)tableView didSelectRowAtIndexPath:(NSIndexPath *)indexPath
{
//ewfFreeItemPickerTableViewCell *cell = [self.tableView
// dequeueReusableCellWithIdentifier:@"ewfFreeItemPickerCell" forIndexPath:indexPath];
// this works.
ewfFreeItemPickerTableViewCell *cell = (ewfFreeItemPickerTableViewCell *)[tableView cellForRowAtIndexPath:indexPath];
}