Silly 8GB pci SD card jumped to a different /dev location. To track it down:
tail -f /var/log/messages
(insert USB stick/card/etc)
(you should get a [dev] location, mine looked like:)
Aug 25 20:31:04 wimpy sdg: sdg1
emacs /etc/fstab
# MDM sync is important so that changes are immediate -
# otherwise they won't happen until you unmount -
# ie you'll lose changes if you don't properly unmount.
/dev/sdg1 /media/8gb_sdhc vfat auto,noatime,user,exec,sync 0 0
mount /media/8gb_sdhc
Eventually I should play with udev rules to better identify each device and mount to a specific location. See here.