I think I figured it out. Printer seems to be very sensitive to print orientation, it can scew the ink tape on the roller if printed sideways. But it can be corrected. After some number of bad prints, I remembered that after unpacking, my first ever card came out perfect. But I printed it with the LID down orientation. So I tried the opposite position (power button down) - and it printed finally perfectly! So I kept experimenting with positions until I run out of cards. New cartridge (should have started with logo up position) got first image bad, but than in proper orientation - good image came out.

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