I've tried just hitting eject AND I've tried powering on and then hitting eject. Seems like either way it loads the disc. In fairness, I only hit eject once in either scenerio (which is all you should NEED to do) in fear that hammering away on the eject button will cause some sort of catastrophic failure. You know, smoke, flames, plastic shrapnel, etc.
Also, when I said ~30sec, it's probably somewhere between 20-30sec. I just don't recall exactly how long it is. But it's pretty fast.