the direction of light from a light in max is -z, if you select the light node and set to move mode and coordsys to local you'll see the z axis pointing out the back of the light :) (cameras are the same)
It certainly is - I just feel like the lightDir node in shaderFX ought to account for that difference. It emerges I'd imagined the application flags I mentioned above so I'm left having to add a tickbox to the shader UI and hoping the user notices it before I get moaned at.