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When eggs are handled roughly, like during shipping, the air cell can "detach" from it's place at the wide end of the egg. The air cell will then float around all over the egg which is bad. You want it where it belongs and where the chick is probably expecting it to be. With shipped eggs, you should let them sit still like in an egg carton with the wide end up, of course, for the first 3 days (in the incubator). [Generally with shipped eggs, you let them sit 12 to 24 hours wide end up just to let them settle before you put them in the incubator]
After 3 those three days, you can turn them/turn on your turner. The idea is to let the egg settle and have the air cell go back up to its natural place and hopefully re-attach and stay there the duration of the incubation. If not, the chick could be expecting to pip into the air cell and there isn't any...bad news for the chick.