Neal- The simple answer to your question is:

Yes.

Some people "reference" to 75, or to 85 dB. (I can't remember why there's a difference sometimes.)

I just "match" levels across all 7 speakers plus the sub. Also, some people use the 950 internal test tone, others use Avia, or Video Essentials, or some other test disc. I've found that there isn't much difference between Avia and the 950 on my system.

Thigg- This is just a "reference" point. I doubt most people listen to movies that loud.