Time to replace, so I prized out the old seal, which seems to be all rubber, and tried tapping in a new one that is made of metal with a rubber insert. It is too big for the seat, and trying to heat the case/freeze the seal hasn't worked. Tapping it firmly only bent it and buggered the seat. The old rubber one gives enough to press in ok. Any suggestions appreciated, but a new metal one will only have the same bent outcome I'm afraid.