well I know it must be late because I'm more confused now on what your trying to say...but here goes after doing the reinstall it shouldn't show your add-on video card as anything but a pci vid card unless you've already somehow got the drivers on your recovery disc???
now when you say your getting them off the ati site you need to make sure you've got the right ones for your card os ect. I'm assuming you've d/l'ed them and are running the WDM program off disk? when you point it to the wdm folder {C:\TVWonderWDMDrivers} the drivers get copied to system or system 32 and therefore when you look in the device manager and look at driver info it will say thats where the drivers are located
when you say your removing it what do you mean?? deleting the device from device manager??? if the old WDM files are already on your computer you need to go to add/remove programs and uninstall them as well as going to safe mode and deleteing the pci card or at least thats what I'm reading from those instructions but from what I'm seeeing it also says the drivers will be auto upgraded so there might not be a need for that