A common mistake it to turn on the COLD water instead of hot, so someone thinks after a few burps of air, that they are good to go. Another common mistake is not letting the hot water run long enough. A new heater tanks has a lot of air to bleed so it does take a few minutes. I looked up the installation manual for this one out of curiosity, and they have this in a bold section:
NOTICE: The tank must be completely empty of air and full of
water before connecting electrical
power to avoid Dry Firing. Dry
Firing may result in the upper element burning out. This is a common installation mistake. After
you make the water connections,
but before you connect the electrical power, open a hot water faucet
and let the water run full until all
the air is removed. Let the hot water run full for three minutes
or longer before connecting any
electrical wires. A Dry Fired upper
heating element is an installation
error and is not covered under
warranty
NOTICE: The tank must be completely empty of air and full of
water before connecting electrical
power to avoid Dry Firing. Dry
Firing may result in the upper element burning out. This is a common installation mistake. After
you make the water connections,
but before you connect the electrical power, open a hot water faucet
and let the water run full until all
the air is removed. Let the hot water run full for three minutes
or longer before connecting any
electrical wires. A Dry Fired upper
heating element is an installation
error and is not covered under
warranty