So, it turns out, that in order to get it to work, I had to provide the Service's identity in the top portion. I noticed that putting anything in the Endpoint Identity dialog, after saving, a nice little bit of XML is written to the WCF-BasicHttp dialog after.
<dns value="myserver.mydomain.ca" />
<certificateReference storeName="My" storeLocation="LocalMachine" x509FindType="FindByThumbprint" findValue="[thumbprint]" isChainIncluded="False" />
with only the lower portion filled out as in my question above, it provides the
<certificateReference> portion, but the
<dns value="myserver.mydomain.ca" /> does not show up until you provide something in one of the textboxes in the "General" section. It worked when I provided either the DNS, or the Base64 of the server certificate.
So, I guess the answer is, once you fill out one of the sections, both are required, the send port is not going to automatically guess on the endpoint based on the address.