thanks guiliomoro.
here's the blow by blow:
inserted SD card with bela_image_v0.3.6b_img flashed on 8gb card.
Held 'user' button, applied power via micro USB.
Sat for 1 minute with just the power light on and contemplated late night troubleshooting things.
concluded my bela-sd card isn't booting.
inserted SD card with bone-debian-9.5-iot-armhf-2018-10-07-4gb.img
Held 'user' button and applied power via micro USB.
Watched the nice little light show. Contemplated all the time I've spent debugging.
Hopped over to terminal and ran sudo ssh debian@192.168.7.2
Got
@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@
@ WARNING: REMOTE HOST IDENTIFICATION HAS CHANGED! @
@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@
IT IS POSSIBLE THAT SOMEONE IS DOING SOMETHING NASTY!
Someone could be eavesdropping on you right now (man-in-the-middle attack)!
It is also possible that a host key has just been changed.
The fingerprint for the ECDSA key sent by the remote host is
SHA256:djHZC/6EVwpitH3QdJ9+9Dc52f5k4D/9m6RA+Hdfo84.
Please contact your system administrator.
Add correct host key in /var/root/.ssh/known_hosts to get rid of this message.
Offending ECDSA key in /var/root/.ssh/known_hosts:8
ECDSA host key for 192.168.7.2 has changed and you have requested strict checking.
Host key verification failed.
This is currently my favorite error, which is dealt with by:
sudo vim /var/root/.ssh/known_hosts
and then scrolling down and deleting the last line of the known_hosts file.
then back to ssh terminal with much success.
ran /opt/Bela/bela_flash_emmc.sh
which returned
-bash: /opt/Bela/bela_flash_emmc.sh: No such file or directory
Searching by hand I confirmed no /Bela directory in the /opt directory.
looking for an eMMC deletion tactic I chose this, from Ivan.
https://e2e.ti.com/support/legacy_forums/embedded/linux/f/354/t/398780?Script-to-Erase-Emmc-independently-Beagle-Bone-Black
With thoughts of Hunt for Red October I ran the 20 steps (very quietly).
I stopped after Ivan's step 20, and did not make the eMMC bootable for the time being.
then
sudo shutdown now
Removed power and reapplied power vi microUSB
Watched the light show, then logged in via SSH with great success.
then inserted SD card with bela_v0.3.6b.img
applied power
And there it hangs with USB0 and USB1 lit.
Tried same with bela cape on and got only power light.
Tried the jumper trick to force SD.
Concluded my bela SD card is not bootable. Will hit it again later.