Take a look at my answer here about low power radios:
Low-power wireless module strategy
The core problem is that BOTH receive and transmit typically take on the order of 10mA to 30mA for integrated radios.
Therefore to get average power down you must use some kind of radio duty ratioing technique (there are many). As an example, ContikiMAC can route traffic in a sleepy router network with about 400uA average.
I'm not too familiar with BTLE but your numbers are no too surprising to me. I've seen demos of BTLE devices that use a coin-cell and have a run-time around 1 week. This would match the numbers you are seeing.