even though its an exe file doesnt mean you can flash it without a flasher. You need binflash or binflashGUI to flash which you did.
well, im kind of a n00b at firmwares too but i do know quite a bit about DVD media and i know which DVD writers are good etc. I'm not too familiar with DVDInfo Pro as i havnt used it that much but i had a similar issue with BinFlash GUI. Binflash GUI has the option to change the bitsetting for all +R media types and it also said bitsetting wasnt supported. I asked a similar question to yours and i got the answer, 3.22 has autobitsetting for all +R media so it doesnt have the option to change it to anything and that it will change it to -ROM when your burn.
Ive tried a +RW but it didnt change it to -ROM but it did change a DVD5 +R to -ROM. Ive yet to try a DVD9 +R yet (i will on tuesday though).
anyway, unless your DVD player isnt ancient, +R media even without bitsetting should playback fine.
btw, Ricoh media is pretty good.