Or maybe I overlooked, or jumped the gun on what was the problem.
If you see the pretty rainbow screen then you wrote the image correctly.
It may be very likely as I was reminded in the forums that there are different versions of the retropie image that will work for the different raspberry pi models. The pi 1/zero are bundled up into one image and the pi 2/3 are bundled into a different image, with older images not supporting the pi3b+.
I don't know about the 1b+
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