So until I switched back to the old build system in my workspace settings, I was unable to see symbols in intrument.
And looking at the Files -> Symbols window, it seems like Instrument can't locate my DSYM. Even if they physically exist on disk, and I manually point to them, it won't accept it.
I switched back to the old build system, and now when I build for profiling, my calls tree get the symbols right.
Any other in the same situation?