Fuel is in the rails at all times. Go unhook your fuel line from your fuel rail, its will squirt all over the place. No need to "primer" the fuel pump. You are not getting spark or fuel on initial crank. I would bet fuel. You may not have fuel in the rail due to a small fuel leak. If it was ignition it wouldn't start the 2nd or 3rd crank either. Do you have cams or anything like that? There is a parameter in your tune called crank_fuel_pulsewidth, it basically determines how much fuel is used to get the car to fire. Your ignition advances automatically on startup so like I said, I doubt thats the problem. It seems like from your description that fuel is not there upon initial crank but gets in "position" by the time the next crank is tryed. I would clean the MAF, change fuel filter and look for anything out of the ordinary in the fuel system.
Adam