That link suggests DNSmasq is a good thing here. So perhaps turning it off wasn't the issue so much as restarting the router to force a renew of the DHCP lease.
Ok, so now it's looking more like the issue is that the laptop is caching the DNS entry and not even requesting it. If I run ipconfig /release and then ipconfig /renew it will perform the expected action (filter or not) based on what is in pihole at the time.
It's either Windows caching or Firefox. I found the dns cache in Firefox and when netflix goes through it has a bunch of IP addresses. After those are gone (probably through a TTL setting I can't see) the page doesn't load and I see a blacklist entry in the query log. It certainly appears the setting is working as expected it's just being masked by DNS caching somewhere.
It appears I know enough about this topic to move forward. Thanks!
Awesome. Good Luck.
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