it was due to a problem with my aspi drivers.
but using ForceASPI 1.7 i managed to solve the problem, by removing the current version (4.71.2) and installing the ForceASPI recommended version 4.6 (1021).
i could now flash my drive.
i now also understand how FlashFix works:
when you run FlashFix it will patch the flash file that will then enable you to flash ANY drive on your computer (lite-on or not!) with any flasher (old or new, for your drive or not - enabling you to overclock your drive) but FlashFix does not actually flash the drive!
xFlashFix is for later version drives only (see website for which ones) so i haven't tried this version for my older drive.