[SOLVED!]
My mistake - The solution was simply a back-end config option - see my accepted answer post below.
When the ED Content Plugin is moved from beta to stable, could you consider this please:
CURRENTLY: The 'View Discussion' link that gets injected into EasyBlog entries takes the format
http://www.site.com/component/easydiscuss/world-cancer-day?Itemid=2443
DESIRED: Can it respect menu structure and SEF URLs? So the component/easydiscuss bit could be replaced with the menu item ID / URL of the EasyDiscuss main page? This also ensures of course that the modules and things are as required when ED is loaded - and the current URL doesn't achieve that.
Thanks!