'Beesley' pretty much summed it.
The sub signal (if you are hooking it up with an RCA cable to the "sub-out" connection) is a "line-level" or "pre-amp" output, that is, it is sent out of the pre-amp/processor section, before it even hits the amp section of the receiver. Thus the receiver's own amplifier is not doing anything to the signal, thus even if you have a 1000watt amp in your receiver, it is not going to make any difference in the subwoofer's "loudness". The subwoofer's own amplifier is doing the work handling the bass output - the receiver is just simply sending it a signal so the sub knows when it needs to play, in your case, anything below 120 hz.
In fact, that is a common suggestion for people to do, especially if they have relatively smallish amplifiers in receivers, is to set their main speakers to "small", thus letting the sub handle all the bass duties, since it has it's own amp, thus relieve the receiver of the work and more power to handle the mids and highs.