It's actually not priced too bad. I optioned up a 540i to roughly $68K. I don't care much for driver aids or upgraded sound but was able to get the other good stuff I like (metallic paint, ///M sport, Nappa leather, Cold weather, Comfort seating, etc.). But knowing myself, I would surely add Individual interior when it becomes available in order to get that stitched leather dash and doors, so that'll take it up to the low $70Ks. Still not terrible. I couldn't find the black wheel option for ///M sport on this demo site, whereas the corporate site has it.
It's a bummer that the Nappa leather is only available in black, white, or very dark brown/mocha. For me, black is boring, white is nice but takes too much work to keep clean, and the mocha is too dark for my liking. Saddle is the perfect color, but you can only get Dakota
