What geetarman said...
I had the same problem. Go 1/4 to 1/2 turn past contact with the shellplate. You want to feel solid resistance when it cams over.
I thought I was going to need to grind the bottom of the die...and Hornady offered to do it, until someone suggested I do this.
I believe the dies are manufactured very conservatively to reduce the chances that someone will oversize- and bump the shoulders back too far resulting in excessive headspace. Getting solid and forceful contact with the shellplate as mentioned will often get you those few thousandths, and the consistency, you're looking for.