Its working from InTune *Endpoint using the command above. This is for the Live installer downloaded from our ESET Cloud Protect portal. Obviously you'll need to convert the .exe into a .intunewin file first, but it is now working and deploying without issue.
I should add that running the command manually epi_win_live_installer.exe --silent --accepteula --avr-disable from the command line on the machine, with admin rights also does.... you've guessed it... nothing (or its doing it very slowly in the background, I've waited an hour). So clearly the switches for the on prem ESMC don't work with cloud protect. Frustrating would be one word for it.