Well, I ordered the PWM voltage controller alternative as per Cyclops post (linked above). £33 all in, including shipping. If you are ordering one, it's probably cheaper to buy a 1 way, 2 meter 13A extension cord instead of flex, plug and socket.
Then again for my fridge controller I simply cut into the flex, pulled the live out, snipped it and soldered in 10A wire to the relay. I figured as the boiler is 13A I would play by the rules.
I'll see how it goes, but I may want to source (re-purpose from a wall-wort PSU) a 230V to 12V transformer and a PC fan for the regaultor. Depending on the efficiency of the switching I gather they can put out considerable heat. Any thoughts?