Are you using the same key each time? My service advisor reminded me to bring in BOTH keys when I drop it off for the ASS last setting memory update -- he indicated that it was specific to the key/profile (which was news to me).
08/20/12 Euro Delivery (Re-delivered in U.S. 09/29/12): 2013 335i M Sport
| 6MT | Alpine White | Coral Red | Tech | Cold Weather | Dynamic Handling | Rearview Camera | Park Distance Control | M Perf. Power Kit | M Perf. Brakes (red) | M Perf. Exhaust | M Perf. grilles | H&R Sport springs | 19" AG M510s | BMS clutch stop | Matched reflectors