When I bought my 2012 vert I kept the options to a minimum; cold weather package, sat radio and whatever package it was that included the leather seats (I think it was the premium package but I could be wrong). As I recall the leather seats were $1500 and that package was like $1750, so the extra $250 was a no-brainer.
Like others I viewed this car as a sports car and didn't feel I needed or wanted to pay for nav (a $129 Garmin will suffice) or comfort access or BMW assist (my iPhone works fine). I have the Lexus RX that has all the bells as whistles but in that car they make sense.
I do kind of wish I had the HK system though. The basic radio blows.
And by keeping the options down I kept the price to around $50k, which is where I wanted to be.
2012 135 Convertible
2010 Lexus RX350