Cars with OBD-II have something called "Clear Flood Mode." When you hold the throttle fully open during startup, it shuts off the injectors and still fires the plugs. The starter motor turns the motor while firing to burn off excess fuel in the cylinders which will clear a flood condition.

When I used to change my own oil on some older vehicles, I'd crank it for 10 seconds or so to help get oil through the system before I actually fired it up. The key is to use Clear Flood Mode to crank it, turn the ignition back off, then start it normally. No idea how it works with push-button ignition though.

It was also a fun trick to play on people to make them think the car wouldn't start. Especially in other people's cars.