Well I emailed the results to Chester Machine Tools, and their view is that 1) my tests are unrepresentative, 2) that the motor is working at it should be, and 3) that I should just use it.
So I did, lightly milling (the cutter did not heat up significantly) some aluminium at speeds of around 2000 rpm, with the motor cover off. Once the machine is warmed up, I can use it for about 30 mins (including the occasional stopping to brush off swarf) before it gets to 50 C, and it then takes about an hour to cool back down to 30 C or so. So a dutyr cycle of 33 % – at least when it at high refs. Perhaps this is what Chester Machine Tools means by the phrase 'Hobby rated' ?
I understand that the motor 'fan' on the Champion V20 is some bent sheet metal at the bottom end of the motor, and that indeed it doesn't produce significant airflow. Clearly a poor design, all for the sake of a few pence spent on a properly moulded fan and ventilated motor cover.
As this is how the machine is designed to work and since it is still in the warranty period I will try and keep the motor temperature down with a desk fan for the moment. Chester have been unable/unwilling to tell me what the maximum operating temperature for the motor is, so based on advice here I will stick to 50 C.
Thank you all for your contributions. I am now in the market for a robust and reliable bench mill by a supplier that understands and stands behind their product – any suggestions ?