My affected is now ranking high for sightly different terms. Whilst initially shocked, I've reduced the title tags down and focused on less phrases.
The result is great! 1-3 on most terms as the site updates and the traffic is converting much better.
Reminds me of the old phrase turnover is vanity an profit is sanity. What use were these extra visitors to me... none!
Panic over for the time being - now to improve the site further.Currently busy writing unique product reviews now, but not today as it's Sunday roast time.