Component not firing didInsertElement on direct URL access

For some reason, didInsertElement is not being called in my component if I access a URL directly rather than by navigating to it from the index route.

WORKS: localhost:4200/index >>#link-to>> localhost:4200/login

DOES NOT WORK: localhost:4200/login directly

I've truncated my actual template and component but this is the essential parts:

app/templates/login.hbs: (renders correctly in both cases)

{{#my-component}}
<div>Stuff</div>
{{/my-component}}

app/components/my-component.js:

export default Ember.Component.extend({
    sayHey: function() {
        alert('this called'); //not called when accessing login route directly
    }.on('didInsertElement')
});

This is on Ember-CLI 0.2.0-beta.1