I don't know if this helps any as it isn't technically the same as it isn't 3.0 but anyway.
On my computer when I want to boot to USB if I use the normal boot order 1. USB, 2.CD/DVD, 3. HDD I run into trouble. However when I use the "manual" method I see that there are more that one options for which USB to choose for booting.
If I use the generic (1st in the list for me) instead of the one that has more detailed information (has the type and model number of the USB stick) then it wont work. I have to choose the second option.
I know this is an older thread and you have either likely given up by now or found your own solution elsewhere here or somewhere else but I thought I would write a possible solution to the problem fro anyone else that is having similar difficulties. Hope this helps.