Gary, very easily.
Instead of filter: grayscale(100%);, change it to filter: grayscale(65%);.
You can also crank up the .bw:hover state by altering the filter: grayscale(0%) contrast(125%) saturate(150%);.
To do the approach justice, have a play with https://css-tricks.com/almanac/properties/f/filter/.
If you need to apply something you like, I'm there to advise.
Acorn
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