Turns out you can boot the main build by copying apps/rockbox.bin to /rockbox.mrboot...
tree78d8c4f11aedc31317cd73368c4b1accfb454465
drwxr-xr-x - apps
drwxr-xr-x - bootloader
drwxr-xr-x - docs
drwxr-xr-x - firmware
drwxr-xr-x - flash
drwxr-xr-x - fonts
drwxr-xr-x - gdb
drwxr-xr-x - manual
drwxr-xr-x - rbutil
drwxr-xr-x - tools
drwxr-xr-x - uisimulator
drwxr-xr-x - utils
drwxr-xr-x - wps