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pop the seat bottoms off, and check the plastic tubing for tightness, and make sure the connectors are tight and the wires are snug in the connectors. (you did know all that junk was under there didn't u?)
There are relays in the bolster control unit that may go bad. even check the fuses first, then the relays.
If all are good, it could be a bad pump. but most likely since the motor and pump are intermittant duty, and they don't run very long, it's a relay.
(specially if you are totally enjoying your ride and you have your sunglasses just right and are trying to look cool playing with the seats.)
If the pump runs, and nothing really happens, it could be a bladder but that's a last resort