Normalization rules seem to be used but ipPhone telephone number not appearing in contact cards

We keep our CUCM-style telephone numbers in the AD ipPhone attribute.  The format is 000-0000.

I have added a normalization rule to Company_Phone_Number_Normalization_Rules.txt to make these E.164-ish and to add a prefix (3) that we use to route calls from Lync to CUCM.

Testing both with abserver.exe and observing a trace,  the rule is being applied correctly.

args[1]: 824-2072
824-2072 -> tel:+38242072
    Matching Rule in Company_Phone_Number_Normalization_Rules.txt on line 19
        ^(8\d{6})$

Component: ABServer
Function: Contact.AddAttribute
(ABServer,Contact.AddAttribute:contact.cs(317))(0000000036D00C4F)Id: 13  Name: ipPhone  Value: tel:+38242072

However,  I still don't see this +38242072 in the contact card.   I tried looking in the rtcab.dbo.AbAttributeValue table and I also don't see any ipPhone (ID 13) values there.

I looked in absconfig.exe and the "Include phone number value that is currently present in AD for the phone attributes" option is selected (first choice).

Should I instead be using "Use normalization rules and include normalized number"?