I've got my 990 defaulted to come up at -35 dB. This is sufficient for normal listening. I may run TV up to about -20. Blu Ray, HD, DVD, and CD seem to be about the same relative volume levels as the cable box output. All but the CD are digital into the 990.
I've had it as high as 0 dB once but I must be too old, as it was too loud. Besides, the bird gets upset when it's past about -5 dB and there's a loud bass passage.
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Outlaw 990/7500/LFM1+/2xLFM1 EX
Kef 107 with KUBE
Kef XQ2c center
Kef 3005 surrounds
Samsung HL-67a750
Sony BDP-S301 Blu-Ray
Toshiba HD-A2
Denon CD
Harmony 880
Comcast HD DVR with external drive
Nintendo Wii