Can't start a fire

So I got this portable firepit for Christmas / Welcome Home gift.
It was great when we had a Christmas party with 50 people. Because people were oozing out to the backyard on a cold night, and I had this firepit to keep people warm.

Of course the one problem I have... I can't start a damn fire!
I can easily start a campfire with a box of matches and a few twigs and some logs.
But I can't start a damn fire with a 30-minute burning Duralog firestarter, bottle of lighter fluid, and a damn bundle of logs that they sell at Albertsons.
WTF?!?!?!?

That's actually the firestarter burning.
Even after 30 minutes of that flame, the log never caught on fire!