Yeh, joy of all joys but you knew what you were looking at and I didn't. So I'm very *very* grateful.
Sorry to come back to the question about deleting the service, I don't think I was clear (and since looking it up I definitely wasn't). I meant in cmd, run the commands:
[net stop "SERVICENAME"]
followed by
[sc delete <service_name>]
Doesn't that delete the registry key as well? If it had failed I'd have tried safe mode too... If I'd known it was a service to delete/uninstall, and I'd found out its name, I could actually have solved it in about an hour (it was the online installer taking the time on a 100k connection. Reboots etc. are no problem with SSD)...
BTW I did try renaming the file, and replacing with one from a working Avast installation, but that didn't work. Should probably have guessed service as a next step, but oh well live and learn!