Manual Coffee Maker

I have a new Cooks (from JC Penney) Thermal Coffee Maker (model # 2125) and I've just got it out of the box and I'm trying to use it for the first time and it says to run a full pot of water through it first. I filled it up with water and then set it and it's only running for 2 cups and then it stops even though it's got a full 10 cups of water in it.

I've read the directions 100 times and I'm at a lost. The only thing I can think of is that it has to have coffee in it to run the entire amount of water through, but I've never in my life had to do this with any other coffee maker. I've tried this on the manual start and the timer start...no luck either way. Most of the time it just runs for about 30 seconds or so and shuts off.

Any help? Advice? I greatly appreciate it!