Unable to receive SMS after MoDaCo image install

[lotten]

I rooted, recovered, MoDaCo'd my HTC Hero from Sprint just fine after a few hours.
However, the next day I realized I was no longer receiving Text messages (Sending seems fine).
I went back to my earliest Nandroid backup (post-root, post-recovery image install).
This did not fix my issue.

I even went as far as downloading the original stock image, and loading that.
This resulted in bringing this back to factory state (inc. unrooting, recovery image removal).
However, I'm still unable to receive SMS.

Spoke to Sprint support.
They see lots of inbound SMS traffic to my phone during this period. They show it as delivered.

I'm not getting notifications of SMS or anything. Just not receiving any.
Anyone have this similar issue?