Anyways, I did *NOT* have to uninstall all SoundMAX drivers. The only thing I uninstalled, under the "Uninstall a program" section of Control Panel, is called specifically "Host OpenAL (ADI)". It's very small and only takes a minute to uninstall (don't remember if a reboot is required after, but it's probably a good idea), and apparently when installed it conflicts with Creative's EAX/OpenAL driver.
Of course, you'll also want to make sure your Creative Driver are up to date, in Game Mode with EAX enabled, etc.
Good luck!