If $\mu$ is Lebesgue measure on the Borel sigma algebra $\mathcal{B}$ of $[0,1]$. Establishing that the linear span in $L^{2}([0,1]\times[0,1],\mathcal{B}\otimes\mathcal{B},d(\mu \times \mu))$ of the set of measurable functions of the form $(f \otimes g)(x,y)=f(x)g(y)$ where $f\in L^{\infty}([0,1],d\mu)$ and $g\in L^{\infty}([0,1],d\mu)$ is dense is a standard application of the Stone-Weierstrass Theorem.
I've always felt that the presence of so many characteristic functions in the dense algebra mentioned above ought to make the use of Stone-Weierstrass overkill to obtain the above result.
I wonder if it is easy to use the outer regularity of the Lebesgue measure on $[0,1]$ along with the fact that any open subset of $[0,1]$ is a countable union of pairwise disjoint open intervals to directly prove the above result without the use of the Stone-Weierstrass theorem, perhaps by proving that functions can be approximated adequately using simple functions supported on elementary sets (finite unions of pairwise disjoint measurable rectangles).
Question: What is an easy elementary proof of the above density result that does not require or reduce essentially to the use of the Stone-Weierstrass theorem?
Filling in the details of the proposed strategy of Davide below would be great!