Hmm, yes, it is, I know I am Dyslexic, but even for me not seeing the 3.3V pull-up is a tad brain dead, sorry
That said, I followed a simple sequence
1) Hello World via JTAG
2) Hello World via FSBL and QSPI
1) Worked, 2) didn't hence my original question
Deleted all the SDK projects and started again and now even 1) (JTAG) isn't working, this is starting to look ominous :-(