Wow do I get it now.
Learned how to alter my brew time and coffee consistency (richness/strength) by way of changing grind setting.
Played around with all ranges from 7 to 12.
Found that for our taste, with these particular beans, 8 is the way to go.
New tamper should arrive today.
I am all espresso'd out for the day as am typing at twice the speed I normally would.