Firstly make sure no firewall is dropping the ping requests. See what's on the iptables rules, if you have it configured:
Also there were one or two files to which I remember doing a configuration that prevented the system from answering to pings..argh can't remember which ones

but if you search Google/LQ for documents on how you can make your Linux stealth (i.e. seem like it's "not there" if somebody tries to search it, send pings etc.), I'm pretty positive you can find the answer to how a ping reply can be denied.
Those are merely guesses, though..