Water heater flame help - adjustments not having any effect

Thanks RV papa, I checked and it looks OK in that regard. I don't know how to tell if that was the orifice that it came with the factory, but it does appear to be the right size as marked.

I just verified pressure at the orifice too (looked like my stove had it's own regulator). But still showing 12".

Hmm.... what a bummer. Running out of ideas.