I adjusted the timing to 24* initial and it ran much stronger / faster. I did this because another post said to turn the distributor counter clockwise until the engine stops revving higher, then lock it down. The engine felt like it woke up on test drives, however, the cranking during start seems far more labored. It's like the starter was working really hard.
I backed it off to 22* initial for now and it's right in the middle of starting easy(ish) and running strong, but I can't help but think I've missed the forest for the trees here.....