Yeah, do that procedure 30 times was kind of surprising to me too.
Yes my rotors were brand new brembos from bus depot.
I experienced no noticeable change in the amount of brake effort
required to decelerate on the new pads/rotors vs the old ones.

More info to follow.
Edward

At 10:39 PM 9/9/2011, Scott Daniel  - Turbovans wrote:
>Interesting Tirerack write-up.
>I got a kick out of this one from Brembo pads..
>
>In a safe area, apply brakes moderately from 60mph to 30mph and then
>drive approximately 1/2 mile to allow the brakes to cool. Repeat
>this procedure approximately 30 times.
>
>30 times !
>that's a lot of gas and time.
>
>I would say ..
>yes....do use them medium hard some...
>and don't stop with hot rotors..
>like keep driving and not using brakes much once you've gotten
>things well warmed up ....get things reasonably cooled down before stopping.
>
>but yes...do 'use them' serveral good times...
>30 times sounds like a lot though.
>
>I'd say not really using them semi-hard a number of times at first
>would not be good.
>They do need to get 'used' a bit at first for sure.
>
>I forget if your rotors were new, re-surfaced , or used.
>Tire rack is not giving much hope for used rotors.
>
>fwiw..
>I have talked to a professional  tire and brake person  who
>'turnsevery disc, even new right out of the box' ..
>and aother professional who said-
>"I put pads on good rotors, and new rotors, I never turn a rotor. "
>
>I always put 'disc brake quite' on the back of the pads..
>I use the tiniest bit of copper anti-sieze compound on the edges of
>the metal part of the pads where they slide in the caliper ..barely any ...
>and on other parts that move. Very sparingly.
>
>let us know how it goes.
>I'd shoot the temps of the rear drums to make sure they're working
>in a healthy manner too..
>i'd expect them to be about 1/2 to 2/3rds as hot as the fronts ..
>say  40 to 60 % of the front temps.
>
>to make sure they are working ......and working about right.
>scott
>www.turbovans.com