Is the rom.zip named that? or is it the full downloaded file name?
No idea what the issue may be. Not sure if you will need to s-off to flash the individual partitions how you linked earlier.
I've just run "fastboot flash zip rom.zip" but as "htc_fastboot flash zip rom.zip" and it started somewhat working compared to my initial attempts. This is the error I received on both occasions.
htc_fastboot v3.0.9.2 (2015-05-29)
target rom version: 1.28.598.4
found large-zip header, file count: 26
processing file 1/26...
sending 'zip' (383323 KB)...
OKAY [ 8.233s]
writing 'zip'...
FAILED (remote: Not allowed on PRODUCTION device)
finished. total time: 8.234s
htc_fastboot finished. total time: 12.063s