Solution:
The new syntax is "netsh advfirewall firewall add rule name =
This Microsoft article has a good comparison of the old syntax vs new syntax
Below are some of the handy command lines for adding port enabling to a sql2008R2 autoinstall (now with added sysprep goodness)
REM Core SQL Services
REM Default Instance
netsh advfirewall firewall add rule name="SQLServer" dir=in action=allow protocol=TCP localport=1433
REM Dedicated Admin Connection
netsh advfirewall firewall add rule name="SQL DAC" dir=in action=allow protocol=TCP localport=1434
netsh advfirewall firewall add rule name="SQL Browser" dir=in action=allow protocol=UDP localport=1434
REM Dedicated Admin Connection
netsh advfirewall firewall add rule name="SQL DAC" dir=in action=allow protocol=TCP localport=1434
REM Mirroring EndPoint
netsh advfirewall firewall add rule name="Mirroring EndPoint" dir=in action=allow protocol=TCP localport=5022
REM
netsh advfirewall firewall add rule name="SQL Service Broker" dir=in action=allow protocol=TCP localport=4022
netsh advfirewall firewall add rule name="T-SQL Debugger" dir=in action=allow protocol=TCP localport=135
netsh advfirewall firewall add rule name="SQL Browser for Analysis Services" dir=in action=allow protocol=TCP localport=2382
netsh advfirewall firewall add rule name="Analysis Services" dir=in action=allow protocol=TCP localport=2383
netsh advfirewall firewall add rule name="HTTP Reporting Services" dir=in action=allow protocol=TCP localport=80
netsh advfirewall firewall add rule name="HTTPS Reporting Services" dir=in action=allow protocol=TCP localport=443