I dismounted the motor (scratching up my window tinting, dangit) and looked at it. Pulling the rubber trim piece that squeegees the window out really helped, I could look down into the mechanism.
There are two cables (the bicycle style ones I mentioned earlier), one that braces against the channel (it appears) and one that goes down to pull the window up. Where the cables go into the motor there's a spring and blue clip of some sort, it appears that the cables are supposed to stay down inside the motor, but they are loose and won't tension down into the springloaded holes. It's odd. Messed around with it, got all greasy, then gave up for a while because of the sun. I'll go back out when it's cooler, can't figure out what happened.
I remounted it and tried to line up the cables, then ran the switch back and forth again, no joy. It pulls in and out a few inches (seems almost like it's backwards, letting out cable when I press hte up button and so on).