Suspicion confirmed! It's the props!
Radio C had an offer on for 4x 5030 props for £1, so I stocked up. Just reset my KK to factory settings and put the Gemfan props I originally had on it and it's back to exactly how it was before I started fiddling. No wonder I couldn't get any of the other firmwares working if they were all using duff props!
These are better in every way
https://www.hobbyking.com/hobbyking...rushless_Motor_for_Multirotor_2300KV_24g.html
Cheaper, more powerful and arguably more reliable/take more of a beating (I've broke 3 Multistars ALMOST inexplicably)
I know they are only on the Int site, but the UK 1704s are out of stock anyway. 10a on 5030s should be fine, but I'd stick some decent quality 12a ESCs to open up the possibility of 5040/6" props