Hobbes, the distance will depend on the wattage, how much it converts to UVB and how big it is.
From most of the charts for reptile fluoro's I've seen, the bulb has to be extremely close.
The reflectivity of the surfaces will be given for visible or photosynthetic light. UVB is heavily absorbed by most things (why it burns skin), so I wouldn't be surprized if we find significantly less of it is reflecting off the walls.
Do you have a brand name for the lights you're using? The best way to check it is to try and find somewhere that mentions what the uW/cm^2 is. You want it to be about 250
at the distance you'll be using it. Same as .23 W/ft^2. A lot of the bulb manufacturers seem to be measuring intensity right up against the glass.
Check out this link and scroll down the bar graph (notice how many brand name bulbs he's using and how none of them ever reach sunlight UVB, even 2" from the bulb);
http://www.uvguide.co.uk/fluorescenttuberesults.htm
As soon as you get out to 12", there's barely anything. The light intensity falls off exponentially with distance.
This is why I've been so interested in this thread. I think before any serious testing can be done, people need to understand the gigantic variable in the light type and placement. Lots of them are no where near sunlight UVB at the distances used, others will absolutely incinerate the plants with UVB. Finding a good balance is still a work in progress - but the Osram Ultra-Vitalux are good possibilities and the medical fluoro's are options.
BloodShot, the medical bulbs would have to be an online order, they're not something you'll find locally anywhere near as easily as the reptile bulbs. They're a bit more expensive from what I can tell, but if you're considering something like the Zoo MegaRay, that costs a fortune and the medical fluoros will provide better distribution. You shouldn't look suspicious buying one, they're going to be more bothered about you thinking it's a blacklight and burning your eyes.
Stealthy, do you have a picture of your UVB set? I'm kind of interested in the double ended bulbs too.