Drive ignores sleep settings - sleeps in 10 seconds always

My new 1TB Passport Essential SE always sleeps in about 10 seconds no matter how I have the sleep settings configured in SmartWare.

I have tried 10 minutes and 30 minutes but the drive ignores the setting.

My older 1TB Passport Essential SE does not have this problem.

How can I get the documented bahavior? 10 seconds is unacceptable.