I think I found the problem, somehow it's turned itself inside out. To fix it in 3dmax, select the object and go to the 'Utilities' tab, select 'Reset XForm' and click 'Reset Selected'. Then right click on the object and convert to editable poly. Now the normals are around the wrong way. Go into poly submode and select all, then click 'Flip'. That will flip the normals and now you can export it and it will be the right way around.I use 3ds max 2010. In 3ds max, it is mapped correctly, like in the picture, but in btb it is wrong.