I had long cranks sporadically followed by a non-start/continuous crank. I took it in for an 8 hour software update. They returned the car saying it needed a cold start test- which I was happy to update them with. The next morning- longish crank followed by misifiring and lumpy idle- I returned the car with a video of the above and they replaced the HPFP.
I think it's BMW's algorithm- software then hardware.
Having said that, since the software update, my address book is now surname/firstname with no option to change it back
