So I have tried the following so far, and no joy:

rebind the tx/rx
tested the sensor cable (all 6 wires are connected, have continuity according the my multimeter)
Tried with throttle both NOR and REV
Checked the A B C, I have them soldered correctly and the ESC is set to this, not the reverse
tested 2 rx cables in case the new ones were faulty but they power the rx fine

It never actually beeps, even though the manual says it should. The lights may flash differently (red first then blue when its in NOR but only blue in REV) but this isn't mentioned in the manual

The motor will spin randonly, then if I go full brake it makes the motor full speed, if I push the throttle then the motor stops. Its weird, when i hadn't setup other ESC in the past they still worked mostly, just a bit erratic at times.

This was bought new and all soldered up ok so i expected it to be a lot easier than this