I should have added, this is in relation to mostly Briggs engined mowers, where people seem to press the primer too many times and flood the bloody things from the get go. Now I have become aware of this, watching 5 people in a row pressing primer bulbs 5-10 times ('like the whipper snipper').
Half of them question only a couple of pulls as for some reason they seem to all have cheap line trimmers that take 20 pulls to start (I do a simple choke plate modification to the ones with 'auto' choke and they go with 2-3 pulls), so they seem to expect the mower to do the same some times - which it shouldn't.
I added the wait 1 hour then try again, after one bloke was adamant something was wrong, threw it in his car (hatchback) and had to drive with the windows down the whole way over as it stank of raw fuel (didn't say this on the phone).
Cleaned the plug and it started 2nd pull. He was quite peeved to say the least.