Whenever I've had someone that has AC'd seats from an American car like a Lincoln tells me that they don't feel anything in the BMW. Lo and behold, when we get to our meeting though, both of our backs are dry. It works, and works well. It's just not overbearing like the AC in the other vehicles. It runs nearly silent, and it doesn't feel like you have a blower fan at your back.
I definitely prefer this as on long drives, there are times that I just want the cabin to be as quiet as possible so that I can relax. The idea of having something loud blowing air at me isn't something that I'd be overly interested in.