Suburban 10DE water heater - no gas side?

[Lingtodt]

I've installed a new unit in my 70 Sovereign. I have the outside switch, a 120 inside switch, and the standard switch inside with the red light next to it. It works great on electric, but I can't get it to fire on gas. I have gas to the unit, good pressure, but won't fire. Reset buttons are not popped out.

Do I need to turn off electric for the gas to fire (lousy manual)? What configuration to the 3 switches need to be in? Wiring (according to the installation manual) is done properly. According to the manufacturer, there is supposed to be direct ignition, no pilot or manual lighting necessary.

Any help appreciated.