Normal, check settings as mentioned to see if Hill Start Assist is enabled. Also with HSA note it takes applying full pressure to the brake pedal at a stop to engage it (pressing down after stopped). A light foot as you might on a hill will behave normally, rolling back as any vehicle would even with it enabled. A hard press and you will feel the pedal hold the brakes for a second or two until the accelerator is pressed, or until the couple seconds are up and start rolling back as normal. It's pretty easy to get used to and rely on without having to "jump" to the accelerator on a hill, or roll back normally as you might want.