Could be one of several issues: primer pocket too deep, primer not seated fully, weak firing pin spring, gummed up firing pin (think WD40), excessive headspace in rifle, case sized too small causing excessive headspace, primer contamination, and yes, a bad primer. In my experience a faulty primer is the least likely (but still possible) reason for the rifle to not go bang.
The issue with the recalled Winchester primers had to do with the sides "burning through" causing bolt face pitting. They always went bang and were great primers other than that pesky side blow out thing.
Cheers
