As long as it's in far enough that the bottom is making contact, that's all that's required, there may be some threaded portion of the base visible when it's all in.
The crunching noise may be ceramic dust and debris. Clean it out with canned air, or just tap the base upside down on something. Some "crunching" sound may be evident when screwing in the bulb, unless the base itself is cracked or broken, it should be okay.
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sonic,
I also had trouble getting the ushio lamp all the way in the socket.I believe the crunching sound is the black insulator between the center contact and the
threads on the bulb.I think the reason this is happening is because the center contact in the mogul base is too stiff and is bent up too far. I had to bend mine down some to get the lamp to go all the way in.I have noticed some cracks in the black insulator.
I now have the ushio installed in my 15" projector with the mogul socket i got from 1000 bulbs and it seems to work just fine.
peter