A lasers power is in it's coherency, the wavelength of the laser is in step. Think of the diffrence between a waterhose stream and what happens when it is pointed at the wall. When it hits the wall it's scattered in all directions, and looses it's power.
As far as looking at the dot unprotected, it depends on the texture of the surface and how powerful the laser is. The beam diameter also make a big difference. My general rule is ~7 feet for the first 100 mw and and a few feet for every extra 100mw for rough/textured nonreflective surfaces.
Be very careful about shining through clear thing like glass as every surface has a reflection. a window pane has 2 reflections. Rough glass like privacy glass or even shiny surfaces like water or varnished wood can cause random high power reflections that can blind you. Anything shiny or slightly reflective, should be illuminated with the utmost care. Use a tripod for you laser if you have to to make sure the beam won't move around and cause the reflection to change.