You can usually get neon devices to glow brighter by pumping more current thru them, though it will shorten the lifetime. But in the case of a linear indicator like the IN-9, pumping more current thru it just makes more of it illuminate. You cant make a half-illuminated tube glow brighter. Even when the full length is illuminated, I didn't see much change in brightness when I cranked up the current. I seem to recall if I cranked a lot more current, say 20mA, it would start illuminating from the other end and started acting very strange, not to mention it was getting a lot warmer.
I was able to get a very bright pink glow in the microwave oven for a split-second, and quickly turned it off before it exploded or my wife found out. It will burn-up in a few seconds and I really dont want to do that...not yet at least. The only thing I would conceivably use it for would be a motion-activated night-light. It burns-up too much energy to be left on continuously. It looks really neat in darkness. Would be really cool to put a bunch in the front yard and have them flicker randomly when someone walked-by at night.