I called up earlier to get support.
The fix is as follows:
Drag down from the top
Click on the Cog icon
Goto Printer Maintenance
Goto Restore
Click on Restore Factory Defaults.
Click continue, wait for the printer to restart.
It's so ridiculously simple this should be in the FAQ's for this device. Why do I have to call up just to find this out?
Also what is the point of the Network Reset and Semi-Factory which are hidden away on even more obscure menus.