The ritual is always the same: hold the knob, pilot lights, count to sixty like the manual says, release… and it dies with a soft pop. Twice more, same result. Before you wear out your thumb, here’s what’s actually failing.
The safety logic you’re fighting
Your fireplace refuses to flow gas unless it can prove a flame exists to burn it, that proof is the thermocouple (or thermopile on larger systems): a metal probe sitting in the pilot flame, generating a tiny electrical current from heat. Current flowing = flame confirmed = gas valve stays open. When you hold the knob, you’re manually bypassing this check while the probe warms up; when you release, the probe must carry the load. If it dies instantly: the probe isn’t producing. That’s the entire mystery.
Why the probe stops producing
Safe to try yourself, exactly two things
(1) The full manufacturer relight procedure, patiently: hold the knob a genuine 60-90 seconds, old probes warm slowly. (2) With gas OFF and everything cool: gently blow out or soft-brush visible dust from the pilot area. That’s the list. Bending probes, disassembling the pilot, or adjusting gas anything crosses the DIY line, gas plumbing behind a decorative panel is still gas plumbing.