I think I might have found it. From Windows event viewer:
"The description for Event ID ( 26 ) in Source ( Application Popup ) cannot be found. The local computer may not have the necessary registry information or message DLL files to display messages from a remote computer. You may be able to use the /AUXSOURCE= flag to retrieve this description; see Help and Support for details. The following information is part of the event: SFMLTest.exe - Unable To Locate Component, This application has failed to start because MSVCR100.dll was not found. Re-installing the application may fix this problem. ."
Oddly, this should have thrown a SideBySide error (surely??), which is a dead give away, but instead it just fails silently.
So, set my SFML test app to use the "Multi-threaded /MT" runtime library, and it WORKS.
But this is not the same problem I have with my own app. My own app runs, but I get no graphics or audio, or window appear