Picked up the American "Wireworld copy" HDMI cable and plumbed it in.

The Bluejeans was good, this is better, by quite a bit.

Remembering that the cable is used for music only over i2s:
Soundstage had opened right up in comparison, instruments had a better sense of scale sounding dynamically more "real", stopping and starting more realistically, the feel of plucked guitar strings, piano keys being hit...kind of thing.
A bit bass light compared to the Bluejeans initially, but its starting to fill in and open up even more now with some hours on it.

Battle of the cheaper cables won, will live with it for a while then compare to the pukka Wireworld cable.
Not cheap...but see if I can borrow one from a dealer somewhere to compare.

Will need to be night and day better though, as this cable gets a big part of the way there, big step up from the Bluejeans.

Happy Chappie.