Thanks! Got the manual. Now I'm even more confused.
I shined a flashlight (not a torch) in the gas tank while hitting the switch and didn't see any cavitation or signs of activity as in R-III-R Turbo's linked post above.
Instead of the nice arrangement of 3 relays as shown in the manual:
I have two, bodged together with gaff tape and free dangling:
Additionally, that connector below them in the manual has had one of its wires snipped and replaced with a butt connector:
Reportedly the first owner installed a Power Commander, so this could have something to do with that?
I tried swapping the relays and, not knowing what that second relay is, it didn't work at all - even the noise the pump was making didn't occur. Which leads me to wonder about the condition of that lefthand relay... The fan, if that's what it is, was fine the ride before last (didn't notice if it came on Saturday). If it's the ECM relay, that could explain the failure to start, but then where the heck is the fan relay?