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Watch closer. You'll notice they do this at the start of every new series. Just last week, I saw a crew mark progress in a side zone 3/4ths of a football beyond the line-to-gain which was right on a marked hash. After signaling the first down, the ball was relayed to the umpire who then set the ball BACK to the hash which was the original line-to-gain and the chains were set there.
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