Thanks everyone. That is all good input.
I've cleaned and lubed the seals with the recommended silicon grease. Definitely made a difference with the problem hatch - it now only takes a light tap to seat it completely compared to the hammer blow required before.
The seal was not twisted, but it is very tight. I noticed this when greasing the seal on the back hatch. Where as it moved easily around the hatch, the front seal did not move at all. Not sure what that means. ??
If the grease doesn't keep it workable, will still consider taking the hatch out and then re-installing in different holes. Would do this on a warm day to make sure it operates in warm weather. Which makes me think that my next post would be to try to fix leaks in cold weather.