Thanks Mark, that did it.
So if its a field from the main file of the Query, then you use { }
And if its a related table or SystemSettings or LIRU, then its << >>
Problem is, I needed to use a LIRU field in a JQuery # if (..) # command and that wouldn't work.
(even trying < >l )
I wanted to make the Custom Template changeable by a User's setting.
Ended up having to use <<START SECTION>><<END SECTION>> and hardcode in my two choices... will try to figure it out at the conference.