Per Lee, I have my answer;
I have added some additional guidance to setting these raw values:
function SetBrightness(v)
-- range of -0.5(0%) to 0.5(100%)
SendMessageF("setbrightness",v)
end
function SetContrast(v)
-- range of 0(0%) to 3.33(100%)
SendMessageF("setcontrast",v)
end
So basically to get a value of ~30% (like I wanted) for this I had to use SetBrightness(-.2).
So this was only a 'bug' in the form of lack of documentation.
Happy hunting all! (Please lock the thread).