Ok - adjusted it per Avid instructions (those posted here supplemented with the Avid video) still rubs with just me on it. So I moved it as far inward as possible and adjusted the pads all the way out on both sides. Still hitting. So I looked at the caliper while riding at it appears to be clearing both inner sides of the caliper.

So I took a look at how the brake was mounted to the adapter and it appeared that the disc was actually hitting the bolt that mounts the caliper to the adapter. So I took it off and sure enough there was a mark on the washers surrounding the bolt. There is also a distinct mark on the rotor which lines up with this. The adapter is the correct F 203 Avid adapter. However, in looking at the back - there is considerably more space between the caliper and rotor there than in the front where there is barely a mm or so.

So - either the adapter is too wide for the application - or the fork isn't constructed correctly. There does appear to be more space at the top of the caliper between it and the rotor than down below the caliper, so I'm thinking it's the fork.

Time to call Woundup. Hopefully I might get a return call as previous attempts were futile at best when trying to get the fork in the first place.