I am not entirely sure that this is normal...As Richard has mentioned when you do a "soft" reboot the ASA goes through a series of shutdow procedures which may include taking a snapshot of the current time during reboot.
But when you change the system time on the ASA the ASA updates the system BIOS which is powered by a battery on the motherboard. So in the case of even a "hard" reboot that time should still be stored in BIOS which is powered seperately.
Before, thinking this is normal behavior, and if this is a really important issue to resolve in the case that you can not use an NTP server, I would suggest changing the battery on the motherboard, perhaps it has gone flat.
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