There is no heel cup adjustment. It may not have been super tight against the highback when I took the pics from the base side as I just strapped in the empty boots rather than stepping in.
However, when I was strapped in it was still a pretty good overhang.
Can you slide the heelcup back? your boot doesn't look like it is tucked back into the binding as far back as it could be.
The binding looks decently centered... I don't see what the boot should be shifted that far to the toeside.