Number19,
LMF stains are alcohol based. The "reducer" is denatured alcohol. And yes, thinning or reducing will yield a lighter shade. For maple, I like to use aquafortis to "pop" the curl followed by thinned LMF Nut Brown with a tiny drop of LMF Cherry added. But then I like the resulting dark reddish color. When you apply the LMF, if it's too dark, you can keep wiping it down with an alcohol soaked rag until it's lighter enough to suit you.
-Ron