Thank you both, really appreciate the thorough responses.
So ties to the UK, I have a registered business here, but I don't own my own place. My apartment lease is coming up so I thought it would be a good time to take a break, really appreciate this info!
Staying for 90 days, can you leave for a couple of weeks and come back, or is that more than likely declined? I'm genuinely going for a holiday, I'm not working there, and I don't plan on staying either, I just want to spend a bit of time with my girlfriend and come home. So I'm not trying to 'beat the system' in any way, hope that makes sense!
In balance, do you think it's worth not applying for the B2, and going for the 90 days then? If my ESTA gets revoked (I have one already), that would kill me!