The motor should make noise in both directions. Check for power at both terminals with switch activated. Looks to be ATF....brake fluid is clear. Should be ATF. Rubber plug is fill plug, fill to bottom of hole. Weird looking fill plug....never seen one that long. These systems self-bleed pretty well, and will work fine with some air visible. Suspect faulty switch or issue with the motor. Step one: check for power at both terminals. Step two: make sure fluid is full. Go from there.
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Jeff 
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