engine is hard to start (hot or cold)

What is your question?

2002 discovery 2 with V8 gas engine: Every time I try to start engine, I have to crank the for 10sec or more, then turn completely off and crank again until it starts. Very embarrassing at the gas station. Not sure if these engines have fuel pressure regulator or what could be causing the problem. It sounds like a fuel problem but I am not sure where to start