Sam - Thanks. Unfortunately UVmapper crashes - maybe because the model is around 7mb.

I looked at Max export as well - one forum post suggests (below) these export settings for OBJ - but that doesn't seem to change everything - the problem remains.   

group by: 'all to defaults' 
tick 'use materials' _ geometry 
tick rotate model face 'polygons' (quads if you have no tri's only quads) 

Click: texture coordinates, normals, smooth groups vertex scale '1.0' _ file 
#of digits '6' (most important) 
leave the rest default 

Edited to add -WDupre - what are long polygons?

Pinky - you left the lens cap of your mind on again.