If I remember correctly, how a diaphragm fluid pump works, and I think there is where the confusion is coming from..
In a diaphragm pump, it works more like a reed valve setup, where you have a "flap" that covers the port, and depending which way the diaphragm is moving, it pushes one flap open, and one flap shut. So to help picture this, on the inlet side of the pump, from the tank, the flap would be on the same side of the inlet as the diaphragm. On the outlet side of the pump, the flap would be on the outside of the passage from where the diaphragm sits. So in the intake stroke of the diaphragm, the "vacuum" created in the pump would pull on both flaps. Since the flap on the inlet side is on the "inside" of the passage, the flap will open, allowing fuel to enter the body of the pump. This same "vacuum" is acting on the flap on the outlet side of the pump, but since it's on the "outside" of the passage, the flap is pulled tight against the port. Both of these flaps have the ~5psi of pressure acting against them when the pump is moving. Now, for the other half of the cycle, as the diaphragm switches from the pull (intake) stroke, to the push (exhaust) stroke, the diaphragm now pushes on the fuel in the body of the pump. The flap on the inlet side of the pump, is now being pushed against the inlet port, closing the inlet port. The flap on the outlet side is now pushed open by the the fuel the diaphragm is now pushing against, and the fuel is pushed out of the pump up the the fuel filter.
I think where the "picture in your head" is getting fuzzy is what a check valve is. An actual check valve (like the one that Wes is selling) is a device that has a positive sealing design to it. There is a ball and spring that is calibrated to a certain pressure (even if it .5 or 1 lb), the spring pushes the ball closed causing a seal. No flow happens until the spring seat pressure is overcome. Once you have sufficient pressure to push the ball against the spring and move it out of the way, there is no flow. The reed valve flaps (which are some kind of "rubber" in the lift pump) are just that, a flap. There is no return spring to push them shut (other than the weight of the fuel in the lines and the pump body). So a new pump with healthy flaps might act as a check valve. But as the flaps age and get more pliable as they age, the fuel can sneak past them, since there is nothing pushing them closed like true check valve.
Think of it like this. If a semi is moving forward down the road, the pressure (wind moving past the truck in one direction (the diaphragm pump moving in the lift pump scenario)) will push the rubber mud flap away from the tires in front of it. But, if the truck is not moving, the breeze blowing (now the wind is moving, not the truck (diaphragm pump not moving in the lift pump scenario)) the breeze (fuel) can move the mud flap where ever it wants to. It can push it away from the tire, or bang it into the tire, since there isn't the wind moving past the mud flap to keep in in one position.....