I cut off about 5 inches of the cable that zig-zags inside the switch casing, re-fitted the remaining cable from the mower motor; pressed the red button & squeezed the hand lever, and the mower started first time, with no cutting out. Let's hope it now goes a few more years before having to repeat the process.
I wonder if Qualcast have improved the piece of wiring inside the casing for current mower production (replacing it with a heavier duty cable?), otherwise this product failure could seriously damage their reputation - if it has not already! In this situation, a car manufacturer would have recalled all sales units under it's warranty & policy scheme, and had the modification carried out by it's dealers.
Dick M, August 2012