threadgeek...I've never heard of someone hatching grocery store eggs before!!! I didn't even know that was possible! Don't be too rough when "rolling" your eggs around, but slow, gentle turning is fine. If you're too rough you'll damage the blood vessels and could definitely kill the embryo. They do sort of float down to the bottom of the egg (the dark blob is most likely the eye) but when you hold it still you should be able to see some swimming in there...it's almost like a breathing motion. Just imagine "deep breath in...deep breath out", kind of a swaying motion if that makes any sense? You candle dark eggs with a REALLY good and super bright flashlight or candler.
For the people worried about "helping" the chick out...I do if it's an especially valuable bird, but that's just me. Some people think that the chick should ALWAYS hatch on its own and that the adults won't be good birds if you help them hatch...I disagree. Most of the time I let the chickens do their thing, but with my Calls and Geese, if they need help... I help!