you win!
openFPGALoader -b arty demo35.bin --write-flash
that simple and my arty is just like one fresh out of the box. Thank you.
This doc implies maybe the source is available in the wild, but I spent much time trying to find it or find someone who could help no luck.
https://www.avnet.com/opasdata/d120001/medias/docus/178/UG-AES-A7MB-7A35T-G_Arty_OOB_GPIO_demo_V1.pdf
but that's OK, I don't need the source, just the bin file you supplied, so thanks again.