I think it was the whole osx keychain/keychain helper thingy that might be to blame.
Here is how I solved it:
1) Delete local repo ("start from scratch").
2) Clone again from origin (GitHub).
3) Check that repo is configured to use new account's e-mail address (it was).
4) Check again hosts in .ssh/config file, make sure each is set up with the proper key (they were).
5) Out of desperation, assign the new rsa
key to BOTH accounts/hosts in said .ssh/config
file. still can't push, and still being addressed by old account's e-mail address (something's being cached somewhere...), hence can't authenticate.
6) Launch KeyChain Access.app
, search for "git", "GitHub" and delete all "internet password" entries. <- THIS DID THE TRICK
After deleting everything, I had to re-enter my credentials for both accounts when prompted (SourceTree), but now I have two (working) repositories using two different GitHub accounts, side by side on the same machine.
Hope this helps someone.