I think I may have some answers. Let me preface this by saying this is MY interpretation as to what was told to me. If I misinterpreted anything, it's on me.
I spoke with Russ at SKJP and tried to explain what was going on. Basically, he said that we should not have to yank, tug, or otherwise "convince" the seat back to get it to the approximate height of 22" (approximate because each person measures slightly differently). He said there are 12 positions in the height adjustments (he verified this with the designer of the seat for me today). You need to count carefully because they are somewhat close together.
His seat showed five rows of squares on the back with the last one being somewhat covered at the bottom. He thinks that the differences in the pics with the yardsticks across the side wings could be attributed to the way the side wings adjust. They actually "rotate" out rather than spread apart. So when they are all the way in the wings are closer to the belt guides and when they are all the way out, there is more space because they lower slightly due to the rotation.
It is my understanding that if we are getting 13 (or more) adjustments or significant extra height using muscle, it is not being used correctly. He did reiterate that the measurements are done from the seat bottom to the belt guide without the cover.
I think that was it.