Ah, you mean it never comes on, not that it comes on then goes off after self check is complete. Sorry, misunderstood what you were saying. Agreed, it you turn to key to ON, but not to START, and the Service Engine Soon or Check Engine light never come on, that would indeed indicate a problem with the ECU. Also pretty sure you would not be getting ignition were it that bad off. I don't know how common that failure mode is, but I'm pretty sure a problem with the fuel system is far more likely.
Yep, that is what I was going for. If that ain't the problem then I would look at fuel lines and filters for blockage (and more, but he already replaced the pump and jumped it to verify it works). It is my troubleshooting technique and I have found that sometimes it ain't close to where I was looking.