Dude, Socal - you got the cheat code all wrong! It's UP UP DOWN DOWN LEFT RIGHT LEFT RIGHT B A.
In my big bro's M Roadster, he had this red button he tossed on next to the steering wheel and claimed that it's his secret boost button. I thought it was a joke but it was truly the real thing. He apparently set up an option with a switch to reprogram/remap his ECU on-the-fly with that button. The change in power and throttle response was immense.
Apparently I've been hanging around the farm too long as the newer M3's also have this option.