Cleaned the MAF sensor, didn't do anything.
We were able to keep the engine alive for a few seconds with starter spray which would seem to indicate it's not a spark plug problem. Combined with the "too lean" error code it points to a fuel delivery problem.
We can hear the pump priming (or doing something) when the key is turned so presumably that is ok.
Took the fuel pump/filter assembly out and looked at it. The filter embedded in the plastic sleeve is brownish looking, I don't know if that's normal. The mesh thing below the pump is also pretty brown (see pic below). Looking at some pictures and videos other people's look white, but maybe that's just when they're brand new.