To close on this - it WAS to do with an immutable flag...it was just hidden
I ended up copying all the data out of my media share and I was left with 2 shares that still had 'operation not permitted' when I tried to destroy them:
media/Movie
media/photo-other
'media' was an encrypted datashare whereas the nested 'media/photo-other' was not (just saying)
I 'unlocked' media via the GUI and this gave a failure message and still showed the open padlock...but magically this enabled me to see the files in photo-other and:
So the 'masked' files were immutable preventing actions noted in the OP. So I cleared the flags, deleted the files, then destroyed the datasets.
The take away message: take care with encrypted dataset where you (accidentally or otherwise) create files and folders whilst it is locked!
I just glad this wasn't a bug where ZFS had let me down. I'd written my files whilst the dataset was locked, so after my weekly reboot and the dataset was unlocked (via a script on array startup) all my files appeared to disappear - and because I had made them immutable (ransomware protection) the dataset couldn't be destroyed! Confusing but explainable.
Cheers all.