-viewDidLoad not called in subclassed UIViewController

Have patience with me, I'm still learning Cocoa Touch. Other -viewDidLoad not being called question was unrelated to my issue, I did search.

I have FooViewController, a UIViewController subclass. FooViewController.xib has its File's Owner set to FooViewController. Additionally, I have Main, whose App Delegate is MyApplication and whose File's Owner is UIApplication. My primary nib is set to Main.

I am able to make the view appear on the screen, using this flow (code snipped for brevity):

UIWindow *main;

-(void)applicationDidFinishLaunching:(UIApplication*)application {
    [self showFooViewController];
    [main makeKeyAndVisible];
}

-(void)showFooViewController {
    fooViewController = [[FooViewController alloc] init];
    if(![[NSBundle mainBundle] loadNibNamed:@"FooViewController" owner:fooViewController options:nil]) {
        DebugF(@"Failed to load FooViewController");
        return;
    }

    // Add the view and put it in place
    UIView *view = [fooViewController view];
    CGRect cur = [view frame];
    cur.origin = CGPointMake(0.0f, 20.0f);
    [view setFrame:cur];

    [main addSubview:[fooViewController view]];
}

However, this message is not being sent to FooViewController:

- (void) viewDidLoad {
    DebugF(@"Hello!");
}

Total silence in gdb's output.

I've seen other Cocoa tutorials that show Instances and such in IB's document view, but I do not see these options in mine. Am I supposed to be instantiating fooViewController in the Nib? Did I miss a connection? In FooViewController.xib, File's Owner view is connected to the view in the Nib.

I'm sure this is a simple solution, and I have wandered down the wrong path. Halp!