Once you prime it and you hear the pellets are falling into the pot, let it do the start up on it's own, it will produce lots of white smoke until the fan causes the smoking pellets to ignite, that's when you hear the torchy sound of the fire. Let the smoke clear, now you can close it up and set your temperature. You do not want to keep priming it any more, just let it do it's thing.
And yes it's not fun holding the prime button, I have to do that about 5 or 6 cycles when I am actually priming the auger for the first time after it's been all cleaned up.
If you still have pellets in the unit from the last cook then you do not have to prime at all, just start it up.
I always empty all the pellets and burn off the rest that are in the auger tube. So it has to be primed after you do this.
Hope this helps.