Before mounting, the mount directory /mnt/hda is owned by user and grouped by users
After mounting, it is root root

Trying to chown files returns: Operation not permitted
This is true for files created on the pc and files created with "touch"
I am root during all operations

My fstab is /dev/sda1 /mnt/hda vfat rw,umask=022

I've tried chmod 777
it does not error, but the file is left -rwxr-xr-xr-x

Weird eh?
I assume I'm missing something silly