"Display Text" setting for "Text" Custom Field vs setFieldValue

When I set the value of a "Text" type Custom Field, I expect that field to display that text so long as the field's "View" tab is set accordingly.

However, when I set a "Text" type Custom Field via the following:

$my->setFieldValue( 'PASS_STYLE', "B3B3B3" );

it sets the value as the following excerpt:

object(SocialFieldValue)#1814 (8) { 

["value"]=> string(6) "B3B3B3" 

["raw"]=> string(6) "B3B3B3" 

["data"]=> string(6) "B3B3B3" }

but when viewed in the users Profile, I only ever see what was set by the Admin for this fields "Display Text" value.

The attached image and above example illustrates these steps.

I would expect that the value set by "setFieldValue" would then appear when available according to the settings in the "View" tab for that Custom Variable.

Are there other codes that need to be set in order for the new value rather than the default value to be shown?