Water Heaters - Loud Gas Water Heater Flame

I read thru the other "noisy" WH posts but didn't see my question asked.

I recently (~90 days) installed a new Whirlpool 40,000 BTU/50Gal
water heater. It replaced a 21 year old State. The trouble I have now
is with the noise level the flame makes when the thing is heating. I
won't say it is deafening, but I have an unfinished concrete wall
basement, and the low rumble of the flame reverberates throughout
the basement and up through the floors into much of the first floor
rooms. Especially the bedroom.

I could never hear the old State that we had, so I never knew if it was
running unless I happen to be in the basement when the flame lit up.

Most of the other posts are about noises in the pipes, or the tank itself.
But, the noise I hear only occurs when the flame is on (its heating).

Is there anything I can do to eliminate the loud rumble of the flame?
Have I botched the install somehow?

thanks,
mike.