this technique looks good
http://www.secondreality.ch/tutorials/modelling/head.html [secondreality.ch]

im using 6.1.208, i can see in the online help example using polybevel, and pressing r to reverse direction of an edge selection, and f to add further edges to the selection.. is there more im missing? do i need to define the loop, ie a group of edges?

Hitting ‘l’ will complete your edgeloop by running around the surface in both directions of the edge until it can't go further, or the edge is already selected, in effect selecting the entire edgeloop.

thanks for that Jason. i was a bit caught up in the hype of edgeloops - it seems more of a modelling technique/philosophy than any big new technical idea.. and edgeloop functionality in the app is as simple as being able to select an edge like you suggested..