normally, you just have to max it out once from the player and volume control, the first time you install it. after that the settings should preserve.

I figured it out. It was the communication device setting. For some reason When a movie was playing it was recognizing some other audio as a communication device and lowering my audio in all other programs. Can be found in the Communication tab of the audio settings dialog.

that's wierd. only does that when there's an active conversation. like a skype call as opposed to a microphone picking sound up