Thanks to all for the help! I added @ 29ml of coolant with a 10ml syringe, after which the level was just visible down at the bend of the coolant passage (as per the manual). I then replaced the cap and ran the pump; unlike earlier, this time the frothing cavitation noise quickly changed to the steady low whine in the YouTube video. I don't have a N/mm torque wrench, so I tightened the cap what I'd call 'very strong finger tight' (about what it felt like when I loosened it the 1st time), which was somewhere between 1.4 and 1.8 Nm (manual says 1.5 Nm, 1.1 ft/lb). I then removed the cap and inspected the O-ring (perfect), lubed it again with coolant, then put it back on same as before.
I'd suggest to Alta they either a) increase the coolant level slightly so it can be checked, or b) edit or remove 'The coolant level should be visible in the filler hole' from page 16 / section 4 of the manual. An ideal solution would be to make the top filler-tube section from a hi-temp clear material, as it's easily visible thru the top RH frame opening; one quick look would give you level / coolant clarity / circulation info.
Ray