It may sound silly but is it the right way up? Comparing the two photos, yours seems to point more upwards (no sniggering!!). I have found I need to keep it adjusted "down" as much as possible to allow the lid to close.
I had it up,down and ive shaken it about. When the lid touches the rubber its short of about 1-2 cm at the top. Rubber seems hard yet its new. Anyway I put it in the "I'll look at it another day" bin for now. Thanks