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I’ve had a similar situation on my 17 V7II . I modified my starting procedure & it seems to work .Cold start , Turn key on ,briefly hit starter button , turn engin over a few times . Turn key off ,turn key on & depress starter button . Engine should start after a few revolutions. I suspect the initial primer period doesn’t pressurize the system adequately. By turning key off then on Fuel system gets that second bit of pressure needed for a cold start .I’ve been using this method for several Yrs. Warm restart has never been an issue .Of course ,your results may vary!