ATmel328p Rboard from Itead studio will not take bootloader

Could it be that the "Rboard" doesn't implement auto-reset? If so you'd have to do a manual reset to initiate the upload.

Select Tools->Serial Port-> port 7

Select Tools->Board->"Arduino Duemilanove w/ ATmega328"

Click on the Upload button of the sketch to be uploaded.

When the TX/RX lights flicker on the "Arduino", press the Reset button briefly. If the Rboard doesn't have RX or TX lights, press the Reset briefly when you see the "Binary sketch size:" message.