Ok, after about half an hour on the phone to 350 I'm still unable to get an answer. After being put on hold several times I was told that Orange World works by your IMEI and that having my Z1010 IMEI registered to my account could be why it isn't working - apparently this cannot be changed unless doing an upgrade.
I was also told to go on 3G forums
To be fair to the guy, he did go and ask a lot of different people, but the answer came back as "Sorry, your phone isn't Orange branded, we can't help you". I asked him to escalate the issue and he said there simply isn't anyone to escalate it to. I asked him to queue it to offline support and he said they wouldn't deal with it.
I'll try the data route...
UPDATE: 157 (2nd line) seem to think that what I'm suggesting is absolutely impossible. The man went as far as telling me that they may never release the 6680 handset (yeah right) and that even if they do there's nothing Orange can do to help me. *infuriating*. He just didn't care at all - I swear the woman dialed some kind of secret extension for 'fob off the customer' instead of 2nd line support