Thanks! No really. Thanks! You set me on the right path.....
I followed the instructions implicitly but they didn't work.
Found the item in the handbook and it is exactly as you describe.
However, one vital step is wrong and a second step is missing.
There is no flashing after 10 seconds........
Instead an alternative service light comes on.
You need to select the upper 'recycle' type graphic at this point, using the 'I' information button, THEN do the 5 second press to activate that option, which resets the service interval to 360 days.
I 'can' carry on doing this every year but at some stage I will probably get the SRVS permanently disabled by the Honda garage and just stick with annual services at each MOT.