I got pretty far, but I think there was a mount problem with the partitions going back reviewing everything.

this step:
# insmod /mnt/initfs/lib/modules/current/ext2.ko
# mount /dev/mmcblk0p2 /media/mmc2

reflashed, and then went through the process again, what's odd is that when setting up the partition the mmc card comes back available even after umount, o so frustrating so many little niggles..