So, i checked out the patent drawings that Mike and Steve put me on and after confirming the interconnections, i concluded the problem was in the small gear that meshes with the main gear. The gear was loose on the shaft so that any resistance on the spool kept it from turning when reel was cranked:
I tightened up the gear and now everything works as intended. The screw in the spool face will loosen and tighten enough to supply some drag but will not come out, at least on this particular reel. I suspect the exuberant attempts to remove it explains why that gear was loose! thanks, guys!
This reel works just the opposite of how we are used to doing with a spincast reel. You don’t push down on the button in back until you want the line to go out rather than to keep the line from going out. Pushing the button causes the spool to face forward, allowing the line to play out. You then need to keep the button depressed until the cast is over so the line can play off the spool. I think most folks decided it was best left for shelf fish!