Problem solved
I finally fixed the problem before I trashed the new printer. First I performed some pruning in the registry, deleting all Epson entries.
I then found some info on the net that advised to turn the printer on, plug the USB cable into the printer and, then and only then, plug the USB cable into the computer. This worked with the printer now appearing in device manager with the correct USB icon. It then asked for the printer software, which installed correctly.
The setup guide (written in Japenglish) that came with the printer called for powering the printer up and pressing the maintenance button (this charges the print head), power down the printer, connect the printer to the computer, and install the software and then power up again.
It did have the printer support and the software installed, but they just weren't talking to each other.
It now prints just fine but is about twice as noisy as the faithful old Canon 265SP. Of course I'd gone and got some new ink cartridges for the Canon when I couldn't get the Epson to work, so I now have a choice of printers. Both are entry level printers but thats about all I need.
Two Dogs.