Just replaced my HPFP (2009 335i) after 9400 miles. For the last few hundred miles the car would take longer to start (extended crank times to me). Worst case was about 15-seconds. Called my SA and he said unless the car threw a code, he could only do a software update to lower the pressure on the pump. So I waited. About a week later while I was driving, the car went to reduced engine power (that yellow half-engine icon). Wow! What a difference in performance. I was on my way to the airport and was stopping for coffee anyway so the car got a short break while I grabbed a cup. When I restarted, the icon was gone and car was its normal self. Called the dealer who promptly scheduled me in when I returned from traveling and gave me a loaner. Code dump showed HPFP problem. They reprogrammed the car and did a cold start the next morning. It wouldn't start properly. BMWNA authorized the new HPFP and software update. SA tells me the software reduces the pressure of the new pump so it does not self-destruct but does not negatively affect performance. His take was the pressure is set too high from the factory. So far, so good. Car starts in less than 1 second, has no problems lighting up the tires and quickly throws me back in my seat under heavy acceleration. Kudos to Paul Miller BMW (Wayne, NJ). They still have a very happy customer.