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OpportunityContactRole object - cant seem to set IsPrimary to 'true'

I am using dataloader.io to set import contacts on the oppportunity object. I match the opportunity Record Id to the contact Record Id and everything shows up in the right opportunity. Here is the problem - I am importing 'IsPrimary' set to 'true'. When I look in the opportunity page - the contact appears but it doesnt appear as the primary contact.

Any tips?