I tried the tip posted above. I removed each wheel and lightly pulled the lever a few times.
The pads moved in a tiny bit and the wheels were slightly more difficult to get back in and were rubbing, but shortly after the pads retracted a bit and there's not more rub and the 'bite point' is much more to my liking.

I haven't gone on much of a ride with this bike yet, I'll report back after a decent ride.

Thanks for the tips.