I just got my E70 back in July and am using the heated seats for the first time, since it just started to get cold. When I turn on the heated seats at their highest setting, they become very warm after about 3 minutes, but then after about 5-10 minutes after that...they no longer remain hot (i.e. the temperature relaxes to the temperature of the cabin and it no longer feels hot or even warm). The light for the heated seats remains on. If I try quickly cycling through the stages and turn it off for a few seconds and back to the highest setting it does not seem to get hot again. If I turn it off for an extended period of time (several minutes) and then turn it back on it does seem to get warm again...but then the same thing happens after 5-10 minutes.
Is this normal?

It says in the manual "The temperature is reduced, if need be, down to no heat in order to reduce load on the battery. The LEDs remain lit.", but that makes no sense as this happens while I am driving and the alternator should be charging the battery anyway. For reference, this is a MY2008 E70 with active ventilated seats and the behavior is the same on the driver or passenger seat.
Thanks