Installation error: Omeka fatal error: Your Omeka configuration file is missing.

I followed the instructions here: http://omeka.org/codex/Installation

onto new Ubuntu 14.04 vm fully up to date on which I have root and cli.

I have git co to tags/v2.2.2 rather than stay in master.

I have db.ini correct, tested.
I have .htaccess untouched apart from uncommenting SETENV

I note that the first dot point under unsuccessful makes reference to "both .htaccess files" which I can't even find with a ctrl-f on that page?

The error in my apache2 log is:

Omeka fatal error: Your Omeka configuration file is missing.

All files are uploaded, all have been chowned to www-data.

What have I missed?

Hang on - am I meant to do something with application/config/config.ini.changeme?

There is nothing in the installation instructions that indicate this needs changing?

Inching closer. Now I get the "mod_rewrite is not enabled." error.

mod_rewrite is enabled, as confirmed with

sudo apache2ctl -M

Also, while I'm using 14.04, I've adjusted /etc/apache2/apache2.conf for AllowOverride All, I've added Multiviews

Nothing.

I've re-read and edited .htaccess, rmoving the comment as requested:

RewriteBase /var/www/omeka/

Nothing. Hmm...

I've added

<Directory /var/www/omeka/>
Options Indexes FollowSymLinks Multiviews
AllowOverride All
Require all granted
</Directory>

to /etc/apache2/apache2.conf without success.

hmm.

In some linux distros, the rewrite to get to the install page doesn't work as it should forcing it by adding /install.php sometimes does the trick.