In reply to Richard Carter: Yep, 40GB chunky PS3. I think you can get a fan with more blades but not a larger fan. This is an option but I think it might be a dead end.
Tried it again this morning (did thermal paste last night). Totally quiet: I had it on its end and it was in a much cooler room (we have a wood stove which we use for central heating and it makes the room very warm - I guess the PS3 hates this, this was on last night but not this morning). If it's a choice between central heating and PS3 I'm a bit beaten!
Can't really justify / afford a new PS3 so that's out. It does seem a bit strange that Sony built a machine that almost by design can't dissipate normal amounts of heat in normal domestic setting.
I've done a bit more digging and might go for a final mega clean: use compressed air, damp toothbrush for vents to trap dust, total vacuum, new thermal paste with blob technique and clamp bending. Failing that I'll just run some leads into the garden and play it outside on winter nights