Well, I've been getting a bit obsessive about this now. After a bit of lurking on various forums, it seems that most Gaggia domestic machines are designed to be used with pre-packaged pods as well as ground coffee. What this is means in practice is that they're set at the factory to produce about 11 bar (to get through the pod packaging) rather than the 9 bar ideal for ground espresso - the pump produces about 15 bar, but the excess pressure is shunted off by a valve (OPV) and water flows back to the reservoir through the 2nd tube (I always wondered why there are two tubes). Luckily, this pump is adjustable by taking the machine apart and undoing a large brass nut. You can then estimate the pressure the OPV lets through by measuring the backflow in ml/min and looking at a graph to estimate the corresponding pressure. So now my machine produces 250 ml/min, equivalent to 9 bar. Other users who've done this report a big improvement in crema and a longer shot time - since my shots were originally coming out at 13 seconds I guessed too high a pressure could be a factor. Combined with one notch down on the grinder, I'm getting 20-22 second shots, but still not gloopy like Tewdric's money shot.
The other thing I did, on Flatus's recommendation was get a blind filter basket and some Puly Caff detergent and clean the machine. I've descaled it regularly and cleaned the group head and shower screen with an old toothbrush but never tried backflushing. I have a really clean machine now, and some Happy Donkey beans waiting, which should be fresher than supermarket beans... so I'm expecting big things now!