Just had this issue for around 2 hours scouring the web, lots of people resolving it by reloading but it wasn't working for me at all. But I finally found a solution, I needed to reset the Xform before exporting. Sorry for the big bump, I want to get this documented for anyone else who might have this problem in the future.
I have my 3ds Max set as Generic Units. The System Unit Setup is then 1 Unit = 1.0 centimetres. As for the scaling, does the scaling "reset" in CE when you select the object again with the scale tool active? Because that resets it for me, so if I want to select an object that has already been scaled I select it with the…