thanks guys - good to get a bit of feedback so i know whether or not i'm on the right track.
There were several changes with the second repro.
1. less aggressive with the dynamic background extraction
2. stretched much more this time with the histogram transformation
3. more layers with the HDR wavelets
4. second stretch, using a luminance mask so as not to unduly blow out the bright stars
5. beefed up the saturation with curves
Here's another look at the Rho Ophiuchi region from a few weeks back using a 50mm Nikkor prime, given a similar pixinsight treatment to that outlined above. (26 x 4min calibrated & guided subs @ ISO800)