How often is it the case when you write a question you find the answer shortly afterwards...
Having no filters results in the following xml in the logs
<AllowFilters>
<Item>
<AssemblyOrModuleFilter>*</AssemblyOrModuleFilter>
<ClassFilter>*</ClassFilter>
<FunctionFilter>*</FunctionFilter>
</Item>
</AllowFilters>
<DenyFilters />
Adding in the line /Filters=-:module=MyAssembly.Web.Tests
changes the xml to causing the no reporting of anything as the allow filters is killed off.
<AllowFilters />
<DenyFilters>
<Item>
<AssemblyOrModuleFilter>MyAssembly.Web.Tests</AssemblyOrModuleFilter>
<ClassFilter>*</ClassFilter>
<FunctionFilter>*</FunctionFilter>
</Item>
</DenyFilters>
So the fix is /Filters=+:module=*;class=*;function=*;-:module=MyAssembly.Web.Tests;
which gives the following xml
<AllowFilters>
<Item>
<AssemblyOrModuleFilter>*</AssemblyOrModuleFilter>
<ClassFilter>*</ClassFilter>
<FunctionFilter>*</FunctionFilter>
</Item>
</AllowFilters>
<DenyFilters>
<Item>
<AssemblyOrModuleFilter>MyAssembly.Web.Tests</AssemblyOrModuleFilter>
<ClassFilter>*</ClassFilter>
<FunctionFilter>*</FunctionFilter>
</Item>
</DenyFilters>
What a faff!