Ma thanks for the reply.
I've built a 2nd minimal board built, with just a focus on the processor and left off the Xtals that are close to the SWD/JTAG lines.
I've attached 10K pullup to PTA3/SWDIO PTA2/JTAG_TDO pulldown to PTA0/SWD_CLK and pullup to PTA4/NMI
I've just got the JLINK talking to it over 4" Segger 9pin cable.
The JLINK/Commander was able to read the registers.
Then through KDS1.1.1 I've been able to download a blinkey to my board.
Not sure how the MASS ERASE happened, I tried a manual approaches over JLINK, then thought I'd locked the board, and finally KDS worked.
Its not clear why my #1board is not working - it seems exactly the same. Later I'll cut off the processor on it and try another one
I also tried a USBDM/FRDM-MK20D50 - but so far this only works with its paired processor and not when I take it off via the same cable to my custom board.
So to summarize, in the past I've used an Atmel custom JLINK on bringing up an Atmel Mega2560 processor - and it just worked.
This time, I took the same path using a general segger JLINK - and its been very painful - what I hoped would take 0.5day bringup took a week.
My #1 board showed the Reset line pulsing and it was the only indication the silicon was working.
When I laid out the board, I paid attention to the application and my analog circuitry- looked at the FRDM-K20 /FRDM-KL25z boards and documents and didn't read up on the JLINK and Kinetis. I briefly scanned AN4835 - but has no sample diagrams.
I've had a crash course in JTAG/SWD - from the community.freescale, mbed.org and Segger JLINK - Segger has poor documentation and a wide range of silicon processors (probably all have device specific anomalies) to support, the JTAG/SWD interface requirements are buried in text, and they obviously have a hope of selling all their advanced trace equipment and IMHO the scripting language descriptions are painful to figure out.
I really used the the FRDM-K20D50 /KL25z proof of concept boards to prototype my core software using KDS over OSDB2.1 over SWD and even more faster mbed.org on a FRDM-KL25z
I really like the USBDM on rom based OSBDM way ahead for building a fast productive integration target environment.
I really appreciate the postings on the community board - and a big thanks to Amit and Pgo and other people who have posted.