Scratch that.  I see it now in the left side panel when I'm in the bevel tool.  It's under "profile"  this would allow you to push or pull the newly created edges of the bevel.  Ok, I'm starting to get the hang of it now, but I'm still having a hard time adjusting to the way this works.  I wish when you do a bevel in face mode, that the operation was more like the method in Max, where you extrude first, then scale that face to create a bevelled polygon.  In this case, it only works as an edge "chamfer".  So I think now that most of the extrusion modelling techniques I've grown accustomed to before, will require a few more steps in Blender.  Unless there's a tool I'm not aware of, I'll have to use extrude first (which is an awesome tool in Blender), then switch immediately to the S hotkey to scale that face.

Check out the way the "bevel face" tool works in 3dsmax.  It's basically doing in one step what would require two hokeys in Blender.  Is there anything I'm missing which would do the same action in Blender, using only one step?

https://www.youtube.com/watch?v=wqQe2jrD1qU

This is kind of a big deal for me, because I do a lot of hard surface modelling this way.  I find it very easy and fast.  While using two hotkeys to perform the same simple action in Blender is not a deal breaker by any means, it will definitely slow me down a little during a modelling session if I have a lot of these type of operations to perform.  Not complaining, so much as I am trying to adjust my workflow here.

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Tools :  3dsmax 2015, Daz Studio 4.6, PoserPro 2012, Blender v2.74

System: Pentium QuadCore i7, under Win 8, GeForce GTX 780 / 2GB GPU.