This latest link references the same ROM file as the first link (http://communities.vmware.com/servlet/JiveServlet/download/2139717-98102/bios.440.rom), which works for ESXi. I also verified that it's using the specified bios440.filename (when I rename the file I get a popup error stating it's not valid; I also verified the vmware.log file).
I've also tried it with and without the bottom 3 lines, but no prevail.
bios440.filename = "bios.440.rom"
mce.enable = TRUE
cpuid.hypervisor.v0 = FALSE
vmGenCounter.enable = FALSE