DANGER WILL ROBINSON!
For anyone considering this DON'T, I decided to succumb to curiosity and bought one, I unpacked it when it arrived, played it for 10 minutes and sent it back. The setup (which was provided for free) was excellent and I will admit the guitar played beautifully. Acoustically it sounded great, very resonant, then I plugged it in. There was so much buzz and hum that it sounded like the guitar was fitted with single coils and the tone was be comparable to what I'd expect from a £100 guitar. The carved top isn't dished enough at the edges and the finish is sloppy with lots of paint buildup in corners such as the neck to body join, lines of finish on the binding where it's been missed during scr@ping and the scr@ping between frets makes the fingerboard look scalloped.
Before the guitar arrived I had hoped it would be something I could live with until I could afford better or upgrade it. I couldn't believe a £440 guitar could be so bad, given the quality of brands like Yamaha and Ibanez with their Chinese made ranges I expected better. Learn from my mistake, don't go there.