Thanks mate. Wish I'd read this before I had another go last night.
I found an article for an LX200 that suggested not to do the wizard and walked through doing the curves manually.
http://www.rarcher.org/astro/focusmax.html Not all was directly translatable to my mount/focuser combo, but I tried to stick as closely as I could to it. I got some V curves to run this time after much mucking around, but nothing that resembled what I understand to be the ideal "V".
I'm wondering if the issue is the focus position. By manually racking the focuser in and out with FM's "jog" tool, I narrowed down that the full range of steps was about 9900. So fully racked in, let's say that's 0, fully racked out it's 9900. Trouble is the focus position of the camera is around 9600 give or take. Very close to right out. So there's plenty of room in, but not much out.