These particular monitors, as it turns out, are 'backup monitors'. They only come on when there is a signal on the video port. The "AV1" that shows up is kind of random when power is applied, and the menus do NOTHING unless there is a valid signal on the video in.
I thought my pi was booting, and that the video out was working, but it wasn't. Turns out that when I "dd"ed my image, I did it to the p01 partition, not to the device itself! Doh!
Found it and fixed it.
Not sure I would recommend this display, though. The last line of the screen is off the screen making login quite difficult.