After doing some testing, I have concluded that the end time in the fluids tab directly ties in with the frame rate. Eg. a 50 frame animation at 25 fps is equal to 2 units in the end time.
Here’s a animation of a fluid Suzanne in at fluid box scaled at 0.3m(30cm): http://www.youtube.com/watch?v=6dkA6FDf1Vc
http://blenderartists.org/forum/showthread.php?t=77018
I explain it a bit there. Sorry I havn’e tried to go in-depth and write a tutorial, I’ve been busy.