Okay, got it back. Here's what I did:
1) Make sure volume is up and restart...no dice.
2) Reset PRAM - no dice.
3) Run Apple Hardware Test - passed...no dice.
4) Run Apple Hardware Test (extended) - passed...no dice.
5) Checked About This Mac...Diagnostics...passed...no dice.
6) Installed that startupsound.prefpane application. Upped the sound and that fixed the problem.
Weird.