Carb re-seated this morning, and it's now holding the prime.
After re-reading (properly...!) the various guides on tuning, it turns out I need to start with the
HSN, not the LSN as I'd been fiddling with. ("Setting it up at idle, that'll be the LSN" I thought. Intuitively I thought, but wrongly!!

)
A click or two on the HSN has made all the difference to getting it started, and it also keeps going without the igniter. And it revs up and down with the throttle rather than just lumping along regardless. Major result.
So, to get it right... A lot of guides talk about 'too little/much smoke' - not easy to judge with no experience. The 'pinch test' seems another recommended practice - e.g. does it keep going for a few seconds before cutting out, as opposed to cutting out immediately. But what if it keeps going say 5-10 secs? Still too rich?
I'm running it on the bench at the moment, btw, so there's no load on it when I open throttle. Just wanted to be able to get to it all easily while I suss it out.
(I get a bit freaked by the amount of revs these little things do - even more than my RX7 used to do

- get nervous when the thing gets really screaming!)