I picked up a 2013 328i last month and promptly became rather annoyed that the ASS system defaults to "on".
A Google search located the ASS recoding "service bulletin number" on this forum today.
I emailed the dealer's New Car Sales Manager with the service bulletin number, asked for complimentary service, & was told "we'll look into it".
I promptly received a followup reply that BMW North America warrants the recoding procedure "at customer request" (the key is to ask nicely but firmly).
They scheduled a free 3-hour service appt in 2 weeks, with a loaner.
Note: The dealer (in Oklahoma City) had yet to hear about the bulletin, but cooperated once it was verified.