Problem: Peat/Mix is too dry.
Ahh. I remember years ago that I had planted tomato seeds and just bottom watered for 10 mins and then let it drain out the excess.
Solution: So instead now, with just mix in the cells I top water. Or fill half a bag with mix then hot-water and shake. The soil should hold its shape without crumbling or squeezing water out. After the first time, bottom water.
Definitely going to try the baggie method seeds vs the "problem" mix seeds.
Summary of the thread.