Jon, to get this level of energy efficiency the tolerances are very tight so it cannot take the same level of calcium build up as a cheeap pump with a big gap for the rotor, the spaces between parts are fractions of millimeters, I would expect to have to clean them every 3-6 months and I have stated that here repeatedly.
Kev, the usual problem and likely what Jon will find is the magnetic rotor is cemented to the upper bearing which is the part at the very bottom of the impeller well (called upper because when the pump is upright it is at the top, you work on it upside down) the other possible cause is the bush bearing is not fully seated, pry it out clean behind it and reinsert it rotated 180 degrees. This problem is more common with fine sand, high alkalinity or high calcium, to get a long service life run normal constant leves like 10-12 KH and 380-400ppm Calciium and be careful with Magnesium and Strontium. The worst combination to cause this problem is kalk with 2 part aditives since they tend to create a high pH environment. You will get the best life between cleaning with a well tuned calcium reactor giving the above parameters.