Ok, so what *else* have you done? Because those two images are not the same hboot! The first is an old Alpharev hboot of the sort that is overwritten by an RUU, while the second is a modern one with different system partitions. And it wasn't an RUU that did that! Have you fastboot flashed a different hboot inbetween (or loaded a PB99IMG.zip file to your sd card - they can contain all sorts of different updates!)?
The good news is that I know why you were able to run the ruus without a goldcard and why the ruu failed
Alpharev Sense, as it says at the top of that image, is a custom hboot that gives you a 180MB system partition. The standard size is 250MB. That's why the RUU failed - htc's software won't fit!
You have 2 options:
1) Replace your hboot with Alpharev Stock, available from Alpharev.nl. Either use fastboot to flash a hboot .img or the PB99IMG method - whichever you did last time

If you are at all unsure do ask first, as this isn't something you want to get wrong.
Then you can run the RUU again, and this time it should work. You will still be S-Off, which will make it easy to root in future if you want (as there's no warranty I see no reason to undo that).
2) Flash a custom recovery, then load a custom ROM which will fit. Actually slightly safer, but a bit more to learn. The procedure for flashing recovery is described in the guide to rooting with Revolutionary, linked from the Desire All Things Root forum's All Things Root Guide sticky post - skip the stuff about running revolutionary (done already!) and about rooting the rom (you haven't got one), just the bit about downloading and flashing recovery. Then you can choose and flash a ROM.
The adb and fastboot faq, and rooting faq, both linked from the same sticky, would be good to read.
Either way should work. Sorry no links but again am on briefly from phone.
Probably should move thread to ATR too, but no time.
Good news is I think it's recoverable
