I purchased this same item in October and they fit perfectly - this order; not so much! I noticed that while the product style number was the same (TM 30896), the size data changed. The previous order was for shoe sizes 9-13 and fit perfectly  - this shipment claims to be for shoes sizes 9 - 12 and the portion above the heal mark is reduced by nearly one inch.
I wear these for Golf and the difference is substantial with this new reduced size there is no portion that shows above the shoe line much the same as an ankle sock (which I do not like).
Both products are labeled as produced in Taiwan -  if it's the same manufacturer the someone is trying to save money by cutting back on material.
In any case, clearly labeling the shoe sizes may be the only key - other than doing the correct thing which would be to not use the same part number on two different products