Blu-Ray does exhibit some interesting properties.
As has been stated, air, different eye sensitivity and other factors play into how "bright" it appears.
Do this simple experiment:
Pick a spot on one of your walls and shine the laser.
Turn the lights out and observe the brightness of the beam.
Now take several sheets of white paper and place them parallel to the beam, 3-4 feet away.
Now unless your laser has terrible divergence, the papers 3' away should not effect the brightness of the beam, right?
Observe the beam in the dark, now. (this effect might just be a contrast illusion, but it only happens with 405nm)