I figured out how to do it...
I went to Bootdisk.com and got the WIndows 98 SE bootdisk, put it on floppy... and it worked... for some reason the one on the PioneerDVD Firmware website didn't work-- oh well.
This one did. These are my steps:
Make a 98SE Bootdisk
Copy Firmware and Flash Util to another disk
Boot DOS from 98SE Bootdisk
Run Firmware util ... whatever.exe /3 whatever.hex
I had it non-region... but I just went back to pioneer's original (but latest) firmware. I really have no need for RPC-1 firmware.
I just wanted the latest version of my drive's firmware =)