In this: http://vimeo.com/25123730 and other animations, I have seen a subtle text animation effect that I am not sure how to achieve. Words transition in by having each individual letter grow from a tiny version of itself in the upper left corner of where the final letter will be into the full size letter. In that animation, it happens quickly, so you may need to watch closely. How is this being achieved?
That looks like basic text animators, in this case scale. The only modification here is that they defined a different per-character anchor point, which can be done quite easily in the advanced options of the text animator once it has been applied. They may also have used 2 animators with slight offset to create some delay between horizontal and vertical scaling...
Still learning here (moving over from the Flash world). How exactly is that achieved? I tried dropping the Text > Scale Up effect on it, but I get no controls in teh Effect Controls panel. Is it a different method altogether?
That's not an effect you applied. That's an animation preset.
Text animators are not effects. They are more like animating the scale and position of a layer, only this is way more powerful. Read up on it here.