follow up; it was the coil. for some reason the coil was failing as the rpm climbed. would idle smooth as silk, nice power off idle. when i got to around 45-50 it would start missing in a rhythmic way and only get worse. By 70 mph it was causing a thumping you could feel and hear as the cyl's were dropping. not good at all. swapped in a new MSD coil and like a new engine again. i installed the epoxy MSD to deal with the factory location. MSD warns against the horizontal mounting Ford used on the 351C. Though the oem Ford coils seemed to last a long time. Maybe it was due to the lower voltage the original coil used? I do think i should put in an additional ground strap since the only one i see is the battery cable tab that grounds to the inner fender wall on the regulator bolt. I saw that the 1970 Boss 302 used a vertical coil mount on the front of the drivers side head, and without any AC on my car i could probably adapt that install location as well. but it runs great again so i'll just leave it until the next time.