Sorry, but I still think they're some kind of scale insect. I've been googling all over the place and there seem to be thousands of different kinds, but mostly with the characteristic 'shell' with a fluffy pad underneath. As far as I've been able to ascertain woolly aphid is more, well, woolly!
The ones I get on my bay are found mainly low down on the main trunk, actually on the bark and I've also seen exactly the same kind on a mature deciduous tree in a nearby street.
Please somebody tell me I'm right, I'm getting obsessed by this
