LazyDr: I was just going to put up with the purple tint, but seeing other users have a relatively hassle free time getting theirs sorted, i got in touch with HTC via their live chat. Ultimately, (but not surprisingly), i had to run through the usual phone off/on, etc, and now am at the point where he wants me to factory reset my phone. If that doesn't work (likely!), then i should send it to them. If i have everything backed up via the HTC cloud and Google, am i likely to lose much by factory resetting? Phone is stock in all other ways
I am not sure if application data all backs up properly via cloud. If you use HTC Sync on a PC it should be quite easy to restore once you get a new device. I am not sure if home screen configuration will be saved at all, but sometimes it is good to get a fresh start anyhow.