Went out today and picked up a sandisk cruzer something (16gb usb 2.0) as a last ditch attempt.. the only thing that happens when I press the flash button is the board powers up and the white led flashes 3 times then stays lit .. which I believe means the board can’t read the file. Does this with the usb stick that worked last night.
amd7674 - what you describe sounds right.. think the board reboots with a successful flash.
did you try to clear CMOS? as per your mobo's manual