Thank you very much scubapete for posting, unfortunately I've just read this after experiencing much the same as you, just wish I'd read it before...
I bought 140No 400mm sq honed limestone tiles, 6 big tubs of Unibond tile on walls and started tiling on a mixture of plasterboard and new marine ply. Got about 40 tiles done, stopped for the night at about 8pm, came back to fix a sink to them in the morning, started drilling a 10mm mounting hole and the tile fell off! Rang unibond to be given the advice to weak-mix-pva the walls first and wait a week for the adhesive to cure properly! Had a thoroughly demoralising day prising tiles off the wall, scraping adhesive off the back face, PVA'ing the wall and then re-tiling. Am now two days into a week of waiting....the limestone tiles now appear damp in places which hopefully is the moisture leaving the adhesive and curing properly!?!
Having read a few posts on this forum now am wishing I'd used a mix-yourself adhesive from the outset, but all I can do now is hope they stay on...I'll use the best grout I can get and then slap a couple of coats of Lithofin MN over the top to seal it all.
Ah well, you live and learn - I now know a lot more than I did two weeks ago. If only all trade places were open 7am 'till 9pm like B&Q - I only ever pick stuff up after work in the evenings or at weekends.
Russ