Thank you for your answers guys.
The problem is enhanced by "Add license keys" in Manage vSphere Licenses giving me invalid keys
The purchase was for VMWARE part number VS5-MEPL-C-L1 but I cannot validate that the keys received are what was ordered, there being no correlation between the VMWARE part number and the Annotation described earlier. I have the HP Activation Certificate but it does not specifically state what is being provided.
I will post the resolution in due course but presently I cannot complete the build even in evaluation mode as once a server is added to a cluster it goes through the process as normal then coughs up a licensing error.