I got it to work, but I am not sure what fixed it

One problem was that the volume slider doesn't make a beeping sound when adjusting volume, I usually just tested on that when trying different settings.
I tried many commands in the live CD including what was recommended above, and then I installed it on disk and at first boot it prompted for an update (including some Ubuntu base update).
Then I started an MP3 and sound was there.
I now see that in "Pulse Audio Volume Control > Configuration" I need to select "Analog Stereo Duplex" profile in order to work.
And as an output device I now see "Built in audio analog stereo".
I didn't learn much but at least it works
Edit: Actually I see there aren't any system sounds, errors, etc. I will look into that now.