ZIP is 52002, Dubuque, IA. It's a very hilly town, but my folks do live on the higher elevations.
I was considering recommending the HD7698P. I have a HD7694P in my attic and think it works great (I live about 35 mi SW of them).
Attic installation is HIGHLY preferrable in their case. They really don't care for the look of a large antenna on their house. I don't think a rotor would be in the plans for them either, especially with an attic install.
Do you think they are better off continuing to try for the SW, or should they go for the Madison stations to the NE with a UHF antenna like the 4228?