Thought I'd resurrect this old thread with my experience.
In my new to me 2000, the lumbar feels excessively firm so as to make it rather uncomfortable, but I couldn't get the motor to respond to release the support. This is how I fixed my problem:
1) First I checked the switch. I used the relevant pages in the 2004 FSM (BE-112, for reference). Note that "lumbar" is spelled "lumber" everywhere in the manual, which might mess up your searches in the PDF. I was having trouble removing the seat cushion outer shield (piece with the switches) and didn't want to break the tabs as others have done. Removing the four screws was enough to pull it back and get in there with a screwdriver bit and a tiny Crescent wrench to slowly loosen the two screws that hold in the lumbar switch. Using the front camera on my iPhone was a huge help to see up underneath everything and find the screws.
Crescent wrench deployed loosening lumbar switch screws
Success!
Upon testing, the switch was fine... on to the motor
2) I pried off the seat back cover (relevant FSM page is BO-106) but it really just pops off, rather violently. As I suspected, the paddle seemed excessively extended. In fact, it seemed like it might have been jammed. So I loosened the three screws holding the motor on to the seat frame, along with a screw that keeps tension on the bar and paddle assembly.
To my delight, when loosened, the paddle swung free, instantly solving my issue. Even better, the motor worked in its loosened state, suggesting it was jammed before. I remounted the motor to the frame, with a more appropriate lumbar position, and it works now. The motor is still not the strongest thing in the world, but at least it works, it is comfortable, and the repair was free.