I've seen the same. It's a summer/winter thing.
The shower works from your cold water supply (direct from mains or from a header tank in the loft), and heats the water with its fixed 9.5kW of electrical power. If the water supply's colder, then so is the water coming out of the showerhead, so you have to slow down the supply (turn the dial towards hot) to get the temperature back.
The solution: wait for summer.
BigNick, July 2010