PlanetCatfish.com

No picture as I didn't get one but they were in a tank at the LFS marked "Butterfly plecos".

They looked somewhere between a sole-stingray-pleco and were about 2-2.5".

I vaguely remember seeing something about them being from Asia and not south america and called "river loaches" or something like that.

Anyone have an idea?

Hillstream loaches of one of these genera: Pseudogastromyzon. Gastromyzon or Beaufortia (the ones more commonly encountered in the aquarium trade anyway). Pictures here.

Yep, that's the one - thanks Silurus.