OK I discovered 24/7 freecall number in Australia (its 10pm here) and managed to speak to Kobo support. Their only suggestion was a factory reset (hold down home button and then slide the power button) which I'm working through now. Its now forcing an upgrade so fingers crossed.
Update: ... and it failed. Back to the loading screen loop.
Last edited by RickyB; 07-12-2012 at 08:43 AM.