RE: E-Flite 40 amp ESC
I have one of these and the programming all went per the instructions. If you have run through the setup process several times and still no results, I would recommend to contact Horizon and see what they say. If it is faulty they should just replace it.
I would just try the setup one last time, disconnect the battery from the ESC, turn on the radio, move the throttle stick to FULL, then plug in the battery to the ESC and you should re-enter the programming menu.