if you just did the following, does it call the atiflash program?
root@simpleminer:/home/miner# > ~/utils/atiflash

see sample below:
sudo su
dmesg -c
/root/utils/atiflash -p -f 0 /home/miner/470_elpida_oc.rom
/root/utils/atiflash -p -f 1 /home/miner/470_elpida_oc.rom
sudo reboot