$9 DVD's are just the encrypted software, you still have to purchase a key from BMW (or others) to unlock on HDD based systems.
I guess I'm glad I have the DVD based system. I just d/l the 2011 DVD's from the internet and burn. For 2011 the discs are split E/W, so you install the disc for your geographic area. Insert disc, wait 5 minutes, restart and everything is there. Looking forward to 2012!