Okay, some hard fought lessons on how to do a bios flash from a bootable CD. Jesus, what a nightmare, but here's the juice:
Step 1: download this bootable CD ISO from bootdisk.com. It's got the CD drivers you'll need already installed:
http://bootdisk.com/tennessee/flashcd.zip
Step 2: Follow their instructions to the letter, inlcluding using the free version of UltraISO. Winiso, etc won't cut it:
http://bootdisk.com/txtfiles/flashcd.txt
I got errors using that modded flashrom utility, stick with atiflash. At the A:>atiflash -p 0 R:\mynewbiosname.bin -F -newbios
and I got my pipes!