Aubrey_holland - fixed this for me.
my error was installing the server in a directory with a space in it (c:\program files). This messed it up.
I uninstalled and reinstalled into a dir with no space and restarted the IDE into a new space and lo and behold it starts when you create a server.
I cant remember this being mentioned in the documentation at all and it might be prudent to advertise this constraint a little louder on the JBOSS ide and or AS front page.
just to stop idiots like myself tearing their hair out.
Thanks to aubrey. Much obliged.