Good tips!
I tried some stock, but alternative bios files from alternative manufacturers (started with ATI brand bios, no dice) but couldn't get them to take on this card.
I didn't think patching the bios would be a problem initially (especially given the great success with groovymame/crtemudriver) but there is a distinct difference with my card I forgot to mention - it's actually a Mac model card! (it was a 'here you go' gift, merely used it with this project because crtemu supports HD4870.)
Conceivably the extra EFI data in the video card bios is taking up that needed space. As well, the board must be revised just enough that a 'stock' bios isn't 1:1 compatible. Good call on the blind .bat file, arcadepcnut. That saved my day after a couple of bad flashes. The card is fine and back to stock Mac bios.
As opposed to spending more time mucking about with yet more bios files for an obscure card I opted to just buy a normal pc variant of the card on ebay. HIS brand, and ATOM-15 seems to patch an HIS 4870 bios I downloaded just fine. I'll post the results when it gets in!