RIGHT, so this is all very confusing, and was never well presented in steemit user interface:

Master Key: IS MASTER and opens up all keys to be viewed in the wallet
OWNER KEY: is really not used that much usually... and I had to use my master key on steemit.com to find my owner key revealed FIRST, THEN i went to peakd.com and got the rest of my account changes done. I was really hung up on how peakd.com and hivesigner want things, owner key vs master password, but this route really helped me get all my keys changed on both sites!