Ok, tests reveal.......
55 PSI when key is turned on. The pump is just very quiet. After the initial prime fuel pressure drops to 0 PSI in a few seconds. Moved gauge to fuel line with same results. So the problem is either check valve in filter/reg or check valve in fuel pump. Filter/reg are brand new so I'm going with fuel pump. 70K miles on it. With the car running I get a steady 55PSI at idle. Once I get a new pump in I'll post results to help others. Oh yeah, SeaFoam was the first thing I did when I bought the car. Good stuff.