When I get called to help someone locally, I see this pretty often,
It's usually one of two things,
It's the powder die screwed into the tool head too far,
The powder dropper MUST move up to unlock,
The charge bar MUST move fully to the rear to drop the full charge.
Most times, people get the dropper housing screwed down SOLID to the die,
The dropper doesn't move... The case gets crushed.
The other major issue is getting the thrower bar pinned against the back of the frame with the ram still moving up.
Make sure the power funnel/dropper moves on the die,
The two screws that hold powder dropper to die aren't fully tight,
Then put a case in the ram, Move it up to take a charge.
The slide bar should move FULLY to the rear AT THE TOP OF THE STROKE,
If the slide bar reaches the back of it's stroke before the ram gets fully 'UP', then back the die out of the tool head a little and try again.
When the charge bar hits fully BACKWARDS,
When the ram hit fully TOP, you have the die/powder dropper adjusted correctly.
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The next issue is what the rest of the guys are talking about,
The crimp in the SEATER die might be adjusted a little low.
Once the crimp is done, the seater die will continue to push down directly on the top lip of the case,
And the shoulder will collapse.
Exactly what you show in the picture.
With milk bottle cases like .223, .308, ect. the shoulder will give first with all that down force.
There are two solutions.
1. Is a LOT of work!
Since 'Once Fired' cases are often a LOT of different lengths,
And since the roll crimp needs an EXACT distance between bottom of case all the way up to top of the mouth of the case,
You will RESIZE, then TRIM each and every case to EXACTLY the same length so the crimper can give a consistent crimp.
The distance from the bottom of the case, to the top of the case MUST BE EXACT for a consistent crimp since the crimper lip pushes DOWN on the case from the top.
In my opinion, this might be OK for precisely measured & cut BENCH RIFLE brass,
But it sucks for Advancing Progressive loading.
2. The other option is a Lee Factory Crimp Die.
This die works with a collet off the shoulder, and presses the crimp in from the SIDES of the brass (all directions at once).
This crimp die really doesn't care what length the brass is from base to shoulder,
The shoulder is supported by the collet, so no expansion when the brass is slightly longer,
AND,
You get a crimp when the brass is slightly shorter, something that DOES NOT happen in a straight crimp die.
I back the seater die out a little so the roll crimp doesn't happen, just use the die to seat the bullets,
Then in the next station, a Lee factory crimp die to put a perfect crimp each and every time,
Without bulging cases, without missing crimping the short ones, without hassles of any kind...