iPhoto not recognizing memory card, but mounts in Finder I am running Lion with most recent version of iPhoto.

I can access the memory card in Finder without problem, but when I launch iPhoto the card does not show up to import photos it contains. I have tried rebuilding my entire iPhoto database and settings by pressing option+command while the app is in the process of starting and selecting to rebuild. 

Any ideas?
Connect the memory card and launch the program Image Capture (found in the Utilities folder in both /Applications/ or in Launchpad, if you're running Lion. In the lower left corner of the screen, there should be a menu that says Connecting this camera opens...; from the menu, select iPhoto from the list.

This should make iPhoto launch when you connect this memory card.