Each time......
It took three times for my settings to finally stick and work on a regular basis. First two times the car took the code, showed it on the VAG when I logged back in but didn't lock automatically (windows always worked). Knock on wood/formica, three time seems to be the charm as its been working fine for weeks now.
As for paying for it, what a rip off. Woodman is right on, its easy. Well, in fact I'd say less than 2 minutes. Seems like there is a vag locator somewhere online that lets you type in zip code and see who has one nearby. Where are you located?