failing to load initial values into SM_RAM_4k on ice40

[pm100]

Trying to preload ROM into a design. SO I tried this

SB_RAM40_4K ram40_4kinst_physical (
 .RDATA(i_instruction),
 .RADDR(o_pc),
 .WADDR(),
 .MASK(), 
 .WDATA(),
 .RCLKE(1'b1),
 .RCLK(CLK),
 .RE(1'b1),
 .WCLKE(1'b0),
 .WCLK(CLK),
 .WE(1'b0)
);
defparam ram40_4kinst_physical.READ_MODE=0;
defparam ram40_4kinst_physical.WRITE_MODE=0;
defparam ram40_4kinst_physical.INIT_0 = 
256'hDEAD00000000000000000000000000000000000000000000000000000000DEAD;
defparam ram40_4kinst_physical.INIT_1 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_2 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_3 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_4 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_5 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_6 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_7 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_8 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_9 = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_A = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_B = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_C = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_D = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_E = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;
defparam ram40_4kinst_physical.INIT_F = 
256'hDEAD000000000000000000000000000000000000000000000000000000000000;

basically copied from lattice docs. I get the RAM block (to be used as ROM) but the initial values dont seem to be loaded. Same for the READ_MODE.

I can find the block on the hardware.json file, but its all set to 0