Thanks to George for the tip! It worked for me also.
I, too, created an account here just to say thanks, but also to respond to the RTFM people:
No, the Quick Start Guide does NOT mention this!
The Quick Start Guide, page 8, says:
"To restart your Nexus 7 if it becomes unresponsive: Press and hold the Power button for at least 10 seconds."
I am not an English major, but to me this means to hold the button for NO LESS than 10 seconds.
When mine would not restart, I read the Guide and held the button for 12 seconds ... nothing!
Then I held it for 13 seconds ... nothing!
Then I held it for 15 seconds ... still nothing!
Then I decided to Google for a solution and found George's fix.
I held the power button down, and after 17 seconds the device came on!
So, to anyone who says RTFM, I did.
But when one follows the instructions, and it doesn't work, one cannot tell that it would work if one was to continue to hold the button for "x" number of additional seconds.
One does not know that it would start if one was to hold the button for 30 seconds, or 30 minutes, or 30 days!!
If the Guide had said to hold the power button for 30 seconds, I would not have had to search for this fix, nor post this response.
Granted it only took 17 seconds, not 30 ...but someone else might need to hold theirs longer.
I assume that someone holding the button for a long time would know enough to let it go once the device starts ...
I believe that's a reasonable assumption to make ... how many people who drive cars continue to hold the key into the start position once their car has started??
But still remains the question: why does it take 17 seconds to wake up from a full Power Off ??
I have other devices that only take 2-3 seconds to wakeup after they've been completely powered down (an iPod Touch, a CC Witness and a few smartphones over the years)
I assume this is a setting in the Nexus 7 somewhere ... I don't know if it's adjustable by the user, but it must be adjustable by either Google or Asus.
So how about fixing it?
(I'll be emailing that question to Asus tech support)