Debian ignoring boot parameters on cold start

[mr.ersatz]

Hey Folks,

I'm having a strange issue with my A10. Since I'm using a 1280x1024 monitor, I tweaked the kernel boot parameters in uEnv.txt and I created a new boot.scr with the same parameters.  Now, if I reboot the system, it will start up with the new kernel parameters and I can happily use X.  But if I start from a power-off state, the system ignores the boot parameters (no screen)!  What have I done wrong?

I'm using the official v3 OLinuXino image.