Water Heater pilot won't light

[pdq]

The vents are kind of shielded in a corner of my house's exterior, where they've always been. Nothing of significance growing around them. Water heater is indoors, in basement, and the new one is one of those where there's a little window you spy the pilot light through. Which is to say, I can't imagine how it could "blow out".

I dunno. I think I have bad water heater spirits or something. Call the exorcist.