[LAU] digital volume sounds better at 0 dB?

Folks, My system is set up as follows: computer with Asus Essence ST sound card out to Trends Audio ta-10.1 amp to anthony gallo acoustics speakers. In the alsamixer console program i note that the meters turn red as you get towards the top but i think that's just a pre-set color band and isn't really telling me anything about clipping or over-driving the card. More important is the 'dB gain' indicator. Correct? I seem to hear that when the dB gain is at 0 (volume at 100%) and i've adjusted my integrated amp to the same (as far as i can tell) volume that i would have listed to with the alsamixer control at 70 (dB gain -18.00) that the sound is much fuller with better bass. My mate seems to hear that as well. Does this sound right? Could it really be that dB 0 sounds better on this card in a noticeable way or is it just a psycho acoustic trick? Are digital volume controls a "bad thing"? I think i've read that before somewhere so again, i may just be psyching myself out. Getting up to change the volume is a pain, but i might just invest (or learn how to make) an outboard volume control if it really is that much better at dB 0. Bearcat M. Sandor