So I got a cheesy Advantage knockoff. I've cleaned it and everything looks ok inside, but it goes right unless you're pressing some other direction.
http://www.gamesx.com/controldata/nessnes.htm Ignore the bottom chip since this is a NES controller.
Nothing looks wrong, but while the system is running, if I test from the directional ground to the line on the other side of the directional switch, I get 5 volts as expected. I get 5 volts if I test on the other side of the resistor too, so I know that is good. However if I test from the directional ground to pin 7 of the IC, I get about 1.7 volts. If I test to 4, 5 or 6, I get 5 volts like I should. So that sounds like the chip is bad to me, but I'm no expert.
I might be able to scavenge a chip to swap in from another controller with a cracked PCB, but just thought to get opinions before doing that.