Apologies on all the late replies...The problem was that my domain manager had an SSL arranged and pointing to the domain 'mail.theserver.com', whereas my server's actual name (net BIOS and all) was exchange.theserver.com. The ssl was mismatched and I am positive that this mismatch affected the reverse look up. Most recipients did not care if their servers didn't do reverse lookups, but for the odd percent that did, it was a huge pain.
While i could have probably re-generated an SSL, and reconfigured the domain settings to match that of my server, i was in no way going to change the 'server' name of a running exchange box. I created a new domain, new SSL and ensured that it all matched, then migrated all of my users to a new server. Yes, definately 'overkill', but it worked and never got a 571 again.
Phew.
Thanks to all those that contributed.