It could be. Check the resistance across the wur terminals to see if the heater strip works, that speeds up the coming off choke process,if that's ok, (20-26 ohms) then the fuel pressure may need adjusting on the wur and system.. However, it could be the brown thermotime switch on the head not working, which won't enrich the fuel through the cold start valve. Also check the cold start works, when cold only, and for a short amount of time. Hence thermo-time.. It could be these things,if its purely a choke starting problem I'd say its wur/fuel pressures, however if the car is running like crap in general go through everything like isv, air leaks, injector flow and pattern,overrun valve holding open/air leaking,three head sensors, throttle switch and fully closing throttle, etc etc etc