I remember reading too much lube could cause this, so I wiped clean with a towel, and re-applied with less generosity.
Too much lube didn't cause that. Too much lube causes dents in the shoulder. Decent pics can be seen in the ABC's of Reloading if you have that book.
Looking at the pics, the only thing that comes to mind is that if the cases are too long they could be hitting the end of the sizing die and causing the squishing. RCBS X-die by chance? If so, read the instructions and get the die set correctly.