i just measured voltage while cranking, it went down to 9.6v.
so it seems the wiring should be ok? it has to be the pump.

 

Not necessarily. It's always best to diagnose it properly... unless money is not an issue. In that case, just go buy another vehicle Test fuel pressure and leakdown first, the results will tell where to look next.

 

yeA I expected to get an eye & face full of gas.

 

There might be a problem with the schrader valve not allowing fuel past while checking pressure. That could explain the low reading. Get a different pressure tester and try it again. If it gives you the same result, (10psi) remove the schrader, connect the tester and try it again.