I see many people saying this model isn't worth the premium because buyers can mod their own cars for less, but you have to remember that a lot of BMWs in the U.S. are leased. Those of us who lease are far less likely to mod our cars, so the idea of a factory built and warranted car with mods can be appealing.
Also, keep in mind that those of us who lease only pay a fraction of the premium that a package like this adds to the sale price. Assuming this car has a residual of around 64% on a 36 month, 12K mile per year lease, the lessee only pays $360 for each $1,000 added to the price.
Just some food for thought...
My 3 Series lease is up this time next year and I'm targeting an E82 lease, so this extra model is worth considering given my situation.