Hi brain trust. homeowner help needed. WH just stopped working over weekend

. Its not that old ( in fact looks brand .. but its dated/installed 2013). Rheem
gas feed is fine, (the furnace next to it is working fine) as are stove burners
no pilot, no gas hiss at any setting, pilot restart no go.
When pressing pilot button. no hiss or smell of gas,.
I replaced the thermocouple with a home depot generic one. Still nothing.
So it seems that its the gas valve itself?
See pic. how often do these things just go bad ? looks fine to me
Is it worthwhile swapping in a new one ( about $100) before calling the pros?
Are they pretty easy to swap?
THANKS!