i believe the problem is that the contact on the switch is broken. there are no wires or anything on this switch, it just works via pressure. have you ever taken apart a laptop? the switch is more like that - it's a certain distance away from a button on the inside of the coffee maker. if this comes out of alignment or gets bent at all, your machine won't turn back on. ever.
i see no signs of damage - nothing frayed, nothing split, nothing bent. there's some rust and some dirt, which i've tried to clean out, but i just don't think the button is engaging properly.
i'm going to try to get it back in line the best i think i can, put it back together and let it sit plugged into the wall for the night, in the hopes that the electricity "finds it's way through the circuit". we understand electricity pretty well...except the parts that are totally mysterious. there's still an aspect of magic to how these electrons really flow. electronic devices will do weird things. i've had devices "heal" by leaving them plugged in, which i can only explain by the idea that electrons like to find each other and like to solve puzzles, like lab rats.
if i can't turn it on in the morning, i'll have to buy a new one. unfortunately.