Problem uploading firmware

I have a Generation 7 1.3.1 board, and i can upload the bootloader (and a firmware .hex file) using a direct parallel programmer (dapa)

i can move the steppers using pronterface.

i cant, however, load the firmware on top of the bootloader.

this would make it easier to make changes....

this is the verbose output of arduino upload; sorry for the scrolling, i thought you guru's could see something i'm missing.

sorry the file is long winded, but i dont really know what to exclude.