They created the problem when they violated the prime directive: "If it ain't broke, don't fix it."
My original Lee Auto Prime from 1984 is still the best one I own. It's so old, the "clear" primer tray cover has turned yellow-orange from the ambient light (not direct sunlight) and time (oxygen).
And then the lawyers became engineers.
Ever since they went to that "elevator" design, they're not nearly as good. With large primers, the new Auto Prime seems to work fine. But with small primers, the tray has too much vertical clearance and the primers can (absolutely WILL!!) turn sideways, get stuck, turn upside-down, etc. It's too bad they won't bother to make one dedicated for small primers. I know that won't happen.
Further, the new Auto Prime still works fairly well with CCI small primers - the nickel (or whatever it is) plating is slick and they slide into the elevator fairly well. Winchester small primers (which I use the most of) are a beast. The brass (or whatever it is) clearly has higher friction on the tray. I've got to turn the tool almost completely vertical (about 80 degrees) to get the primers to slide in consistently. And then the primers go sideways and get jammed, etc. It's a lot more work, time, and frustration than it used to be.
Rant over.