I thought I would update this, in case anyone else had/has the same problem.
I had been thinking when cranking over, it seemed a little "lazy". Because of that and as I've had it 7 years now I thought it was worth chucking a new battery on it just before the latest spell of cold weather.
It's been fine since, even with today's snow, etc.
I suspect, although it was cranking over "OK", the battery voltage dropped enough where the spark was too weak, or not present, so would not start. Releasing the key took the load off the battery and allowed a good enough spark, hence would "catch" and run.
Hopefully it is just that, a knackered battery, and not masking any other problems (like corroded connections, not had chance to check them), but it is otherwise fine at the moment.