With BIOS primary master set to auto detect, system/hardware/device manager/IDE controller/primary device 0 having "let BIOS select transfer mode" and noting that "UDMA 2" was automatically set, burned/verified a disc in just over 12 minutes.

Restarted, set the BIOS primary IDE back to NONE, went into the system/hardware/device manager/IDE controllers/primary IDE device 0, unchecked "let BIOS select transfer mode" noted that the transfer mode was set by the OS to "multi word mode 2" then I set the transfer mode to UDMA 2, restarted, verified the transfer mode was still at UDMA 2, then burned/verified another disc at 12x in just over 12 minutes.. Figured it out :P