I see a lot of people don't know most RAV4s, including my 2008 and this 2007, don't work like most cars that activate the fuel pump by just turning the key until all the lights come on. You have to "bump" the engine for a single turn or less and then you can hear the fuel pump in the tank come on for 3 to 4 seconds before turning off. I have to do this once or twice before cranking or else it takes about 4 seconds to crank. I've replaced the "secret" filter ($36) most people don't know about that houses the pump. Most people think the strainer at the bottom is the "filter". I also replaced the "check valve" in the side of the pump assembly ($20) and still no luck. Next is the fuel pump and strainer and if that doesn't work then fuel injectors (I'll get the rebuilt Densos for $50 each, not the fake denso's that are $35 for 4 on Amazon & ebay). Actual new densos are $150 each. I tried checking fuel pressure with a gauge, but it drops just as quick on my other RAV4 that cranks fine. I might be doing something wrong because it seems like fuel pressure should stay high if everything's fine. I guess I didn't need a gauge to know pressure doesn't stay high for long because fuel squirts out when I take out an injector only if it had been running very recently. There's also the "pressure regulator" or "pressure variation dampener" on the fuel rail that holds the injectors but I don't know how to check it and it's costly. I've also inspected the choke while cranking with an endoscope and it seems to open a little for a second when trying to start and then close where my other RAV4 stays shut. That might be the problem which is what I'm testing today. I'm duct taping the inlet after the air filter to block air to see if that would help as a check on the choke operation. No difference 1st time, but 2nd time seemed better. You have to stop absolutely all air. I've checked the engine cylinder pressures too and they're fine. I also cleaned the mass airflow sensor, and swapped it with my other RAV4 which made no difference. They say it's usually the filter, pump, or the check valve. The check valve is often called regulator, but that's the purpose of the thing on the Fuel rail that needs a special tool to remove. Spark plugs are new but I later noticed the old iridium plugs with 170k miles on them look good as new after cleaning and checking the gap (1.1 mm ... hard to find because it's supposed to be a forever gap that you aren't supposed to need to regap). I also temporarily replaced the ignition coils using those from my other RAV4 (it's 2010 with a different engine so they stuck out high but still worked fine and didn't change the problem). I've done a lot without replacing the pump, but OEM is costly and otherwise seems to work fine. (there are cheap pumps but I don't trust them). BTW, I cleaned the PCV valve which was stuck open and idling is a LOT more quiet and smooth. That hose was so brittle it broke and had to replace it. Too bad I can't reach the PCV on the 2010 RAV4.