Thx, Technic. The file that was downloaded from the BMW site is already named UPD01004.bin, just wanted to make sure that was correct. And I have it in the root directory of the USB drive. Will give it several more tries...
2011 Space Grey E90 M3, DCT, Comp. Pkg.
1997 Z3 2.8, Artic Silver, Tanin Red interior, MT
1974 2002tii, Inka, 5 sp manual
BMWCCA # 327475