Well for the first time ever I'm going to have to use DDU as a last resort. Started the driver upgrade, screen went blank, stayed blank and went into power save mode. Had to repeatedly reset the PC to get into safe mode (why on earth they removed F8 key option I don't know).
From safe mode used the bundled AMD cleanup utility, managed to boot, started installation again - blank screen + monitor power save.
Repeated again, but this time tried to download another driver once booted into windows normally. While I'm doing this Windows automatically tries to put a driver on - blank screen again. So it appears that now any attempt to put any AMD display driver on results in no display and the screen going off - brilliant.