I'm going to take a shot at answering my own question here and say that it might not be possible to hide text when exporting to an ebook. This seems to only be a feature when exporting to PDF.

I could be proved wrong, however, and in fact, I'd like to be.

Regardless, what I wound up doing here is building a custom ToC and used cross-references. I customized the ToC entries by naming the hyperlink destinations what I wanted the ToC entries to look like.

When exporting for Kindle it's then possible to link to the cross-referenced ToC and have it build properly.