I got 3 emails in to them since the problem occurred as "evidence" of attempted dialogue.
I was not expecting a response and haven't had any. On the flip side of the coin when I ordered the item I got a response almost immediately, so clearly they have read and dismissed all 3 emails I have sent them.
Claim is going in the morning.
The threat on the forums also valid. I'm sure if they know that they will lose out a lot more than they gain from from resolving my claim they may think twice, but TBH I think the Paypal side of things is more likely to swing their arm.
EDIT - claim now raised with Paypal for full refund.