Thanks a lot for your comments!
I re-did the reset, correctly this time, and now I can see the NAS.
I think I must have reset it while it was in standby or not fully started up yet.
Once it is powered all the way on, holding reset button in (with pin) for at least 5 seconds gave me a reset.
The box came up on 192.168.1.13, which was surprising... Either
a. I didn't get a full factory reset? or,
b. This is an older unit, from before the default ip ended in .32
Either way, it is working now and I'm much happier
