Boy, you guys sure have done a good job of confusing yourselves (except drcraig, and herb who seems to get it). I'm not blaming anyone here, just a blanket statement that people are maybe saying things or stating things that they don't have experience with yet. Hopefully this doesn't sound condescinging because that's not how I mean it to be. Rather - read through your posts as if you were a beginner reading them for the first time and ask yourself "Does that sound confusing?"
Here's how it works:
70-180 is a macro zoom lens. It does not do 1:1 on a film camera, but with the digital equivalens it does 1.5/1.33 - you do the math, it's a little better than lifesized. What someone else was saying (Craig) was that at the close focus end of the lens, when zoomed to 180 mm, the lens gives the reproduction ratio of a 90mm fixed focus lens. That is because the 70-180 is a varifocal lens (do a search to see what that means). I also posted an article explaining it some months ago.
The 105 will do 1:1 with a film camera at it's closest working distance. For digital shooters, that means it will give a 35mm equivalent of 1.5:1 When you add a diopter to a macro lens (any macro lens) it brings the infinity and the close focus in towards the lens. By definition, a +1 diopter will bring infinite focus in to 1 meter and close focus will come in a lot. What that results in is greater magnification in the finished product (your photo).
Here's a tutorial. Imagine cutting out a 26mm wide x 24mm tall piece of cardboard (that's how big film is). Using a film camera and a 105mm lens, you would be able to take a photo of that cardboard filling the frame at the "closest focus' of the lens (it's around 14"). Now put a diopter on the lens and the closest focus moves in to like ~6 inches from the tip of the lens. So move the cardboard in to 6" and take another shot of it. Whatever is on that cardboard will look a heck of a lot bigger, you're greater than 1:1 now.
FWIW, I just got back from a trip where I did most of my dives with the 105mm and a +1 Nikon diopter. I was able to get well lit shots with a reproduction of about 2:1, maybe even a little bit greater.
I'll post some later this evening.
And to answer your last question Rich: it's easier to get greater magnification on a digital cropped sensor camera and people are doing it. Do a search for some of Chris Bangs posts. He shoots 5:1 with his S2pro. A word of caution though, you need a very special port setup and lots of experience to try shooting greater than 1:1 because it's VERY frustrating.
Cheers
James