I figured out that the ceramic shaft has too much play between it and the impeller. I wound some teflon tape going the direction of the impeller in order to try and keep the impeller from wobbling. It works so far, motor starts and stops. Previously it wouldn't start because the impeller would get magnetized to one side, now it stays more centered on ceramic shaft.
Has anyone had this problem with the Little Giants? Does purchasing a new impeller help?