OK, So I swapped the controller cables around.

Looking from the back of the S3 (where the ethernet port is).

1st try: Put left hand controller cable in right hand blade, other controller cable unplugged = bleeped and fans going full blast and wouldn't boot up
2nd try: Put right hand controller cable in left hand blade, other controller cable unplugged = fans going full blast and wouldn't boot up
3rd try: Put right hand controller cable in left hand blade, put left hand controller in right hand blade = booted up but showed only chain #1 @ 206-210GH/s
4th try: Left cables as the S3 was delivered =  booted up but showed only chain #1 @ 206-210GH/s

I'm no expert but it seems that the controller might be faulty?

It seems the right hand controller on the board doesn't make the blade its connected to work.

I'm not happy taking the controller out of the other working S3 to test it, just in case I end up with 2 faulty S3 miners.

The mail/support options seem to have dissapeared from the Bitmain website login?

Should I just email them asking for a replacement controller?