Many years ago, Dick Thomas (since deceased) the owner of Premier Reticules, recommended doing just that when POI did not appear to move with the adjustments. Go one or two clicks beyond where you want it set, then come back. Some shooters lightly tap the turrets. Others wind the adjustments to each extreme stop, then come back.
One thing you can do is: Place rifle on a very solid benchrest, focus on the target at 100 yds. While you are looking thru the scope, have a friend turn the adjustments. They will move in reverse order, as they should. Important thing is - does the reticule move at all? If not, return it to the manufacturer.
