I don't know what it was, adverts or a faulty book, but since swapping kindles and disabling "Offers" the battery on the bad one is fine, about 80% after nearly a week of use inc. WiFi loading of Dictionaries. The newer one is fine too with the user's books reloaded (via backups imported to Calibre to save downloading from Amazon).
The only unexpected thing about swapping (via re-registering) was the fact the Amazon supplied dictionaries vanished even though bought books had to be manually deleted (mostly copied via USB because we both "Download to PC for USB Transfer" on Amazon to ensure backups).
A mystery. I'm glad I didn't rush off and order a battery. Neither of us uses backlight and I'd use WiFi more (to look up a place in a book in Wikipedia). The owner of the PW3 that had the battery issue never turns on WiFi.
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