"Not sure I use the brakes that much!" was my initial thought. These are light cars, after all. But he was right. Tickle the brake pedal = no lights. Late in the braking zone style braking and they worked.
Googling showed I was not alone. The hydraulic switch on our cars is a flawed design. The trouble is the contacts in the modern switches appear to be a bit less meaty than those of yesteryear. They just don't like the full amperes going through them. There is probably a spark each time you brake that reduces the switch life.
Options are:
Fit a pedal-actuated switch.
Fit LED bulbs.
Fit a Relay.
I'm going with #2 and #3.
Plus, googling pointed me at the better-quality Hella switches.
Now my Spag Bol is ready, I will have to leave you all in suspense... for a little while!