First, "Thank You!" to everyone that's replied.
I haven't gotten a chance to try updating u-boot, but in the meantime I got my hands on a P1010RDB-PB fresh from the factory.
With a few tweaks, I was able to get it booting, u-boot, then into linux off the SDCARD.
Those tweaks:
1) if the partition that contains uImage and the DTB file is formatted vFAT, then replace "ext2load" with "fatload", or, as Scott suggested, just format to ext2 in the first place.
2) None of this works without enabling the SD card, so, as the Freescale instructions plainly say, use "mux sdhc" to enable it temporarily, or "setenv hwconfig esdhc" followed by saveenv to set it over a reset.
3) again, for emphasis, you must 'saveenv' after typing that very long 'setenv bootargs' command if you don't want to type it twice.
4) (I didn't find this anywhere, and it took quite a bit of experimentation to figure out) if you want multiple items in the hwconfig variable, separate them with ';' AND enclose the whole thing in tick marks, so
setenv hwconfig 'fsl_p1010mux:tdm_can=can;usb1:dr_mode=host,phy_type=utmi;esdhc'
for example. Without the tick marks, the text after the semicolon is interpreted as a separate command. Spaces and commas do not work as separators, apparently, only semicolons work.
5) remove the "/boot/" preface from the example for both uImage and the DTB file (at least in my circumstances)
Summarizing:
1) partition the card with two ext2 partitions, the first one labeled 'boot' and the second 'rootfs'
2) With the card mounted in your PC, copy uImage and the .dtb file to the first partition. In my case that was (from within build/tmp/deploy/images/p1010rdb)
==> sudo cp uImage /media/boot/.
==> sudo cp uImage-p1010rdb-pb.dtb /media/boot/p1010rdb-pd.dtb
3) Copy the root file system to the second partition. In my case:
==> tar xvfz fsl-image-minimal-p1010rdb.tar.gz -C /media/rootfs
==> sync
4) in u-boot, set the following:
==> setenv bootfile uImage
==> setenv fdtfile p1010rdb-pb.dtb
==> setenv bootcmd 'setenv bootargs root=/dev/mmcblk0p2 rw rootdelay=5 console=$consoledev,$baudrate;mmcinfo;ext2load mmc 0:1 $loadaddr $bootfile;ext2load mmc 0:1 $fdtaddr $fdtfile;bootm $loadaddr - $fdtaddr'
==> setenv hwconfig 'fsl_p1010mux:tdm_can=can;usb1:dr_mode=host,phy_type=utmi;esdhc'
5) SAVE IT
==> saveenv
6) VERIFY IT
==> printenv
7) ==> reset
Hope this helps someone,
John