Alessio Soldano's approach above works nicely - http://community.jboss.org/message/337798#337798
In JBoss 6 proxied behind an Apache HTTPd, go to
./deployers/jbossws.deployer/META-INF/stack-agnostic-jboss-beans.xml
and comment out the line
<property name="webServiceHost">${jboss.bind.address}</property>
The WSDL will then show the correct soap:address location, not 127.0.0.1 or something like that.