Error flashing HY32 Board

After 2(!) months waiting for my HY 3.2" boards to arrive I finally get to try espruino \o/

Though on connecting it and flashing it I get an error! /o\

python stm32loader.py -p /dev/tty.usbserial -evw espruino_1v41_hystm32_32_vc.bin 

Reading data from espruino_1v41_hystm32_32_vc.bin
Bootloader version 0x22
Chip id 0x414, STM32F1, performance, high-density
Writing 208084 bytes to start address 0x8000000
Write 256 bytes at 0x8000000
Traceback (most recent call last):
  File "stm32loader.py", line 513, in 
    cmd.writeMemory(conf['address'], data)
  File "stm32loader.py", line 348, in writeMemory
    self.cmdWriteMemory(addr, data[offs:offs+256])
  File "stm32loader.py", line 211, in cmdWriteMemory
    self._wait_for_ack("0x31 address failed")
  File "stm32loader.py", line 87, in _wait_for_ack
    raise CmdException("No response to %s" % info)
__main__.CmdException: No response to 0x31 address failed

I running this on a MacBook Pro (around early 2010 model) with mavericks.
Connecting it to the mac keyboard usb hub instead I got this error message:

python stm32loader.py -p /dev/tty.usbserial -evw espruino_1v41_hystm32_32_vc.bin 

Reading data from espruino_1v41_hystm32_32_vc.bin
Bootloader version 0x22
Chip id 0x414, STM32F1, performance, high-density
Traceback (most recent call last):
  File "stm32loader.py", line 508, in 
    cmd.cmdEraseMemory()
  File "stm32loader.py", line 228, in cmdEraseMemory
    if self.cmdGeneric(0x43):
  File "stm32loader.py", line 136, in cmdGeneric
    return self._wait_for_ack(hex(cmd))
  File "stm32loader.py", line 97, in _wait_for_ack
    raise CmdException("Chip replied with a NACK during %s" % info)
__main__.CmdException: Chip replied with a NACK during 0x43

I must be doing something wrong or have missed doing something. I've been following the guide at: http://www.espruino.com/Serial+Bootloader
On my board there's a button for boot0 and reset, when I press them the board shows a white screen and seems to be put in bootloader mode (as pressing the reset, resets the device and shows the demo program).