Here's from Samsung's consultants...

Discrete power on/off don’t work with Frame TVs. They just toggle between TV and Art Modes. That’s why to turn Frame TV off, you need to simulate the 2-second press and hold on the remote. To do this, you must send the Power Toggle repeatedly at least 20 times (IR frame = 108ms 2 seconds/108ms = 18.51 – therefore we send the power toggle commands about 20 times to get the 2-second press.

What's odd about the above is that our regular Samsung discrete power codes ARE working in the other room with a older Frame we sold months back. We didn't get a chance to test the above with the new Frame but I'm sure they would work fine.