Maybe it does just need some TLC. A nice cleaning and treatment with Lexol should help. I checked my steering wheel this morning for a "rough" feel and one of the things I like is the fatter wheel the X3 has over other BMW's like the basic 3'ers that feel like a hot wheel.

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2013 S4 Loaded (and NO RFT's) Awesome is an understatement
2008 MT X3 RIP you were a faithful sidekick and will be missed.
2007 AT X3 RIPOS
2005 GC
2000 Jeep Cherokee
1997 Twin Turbo RX-7
1984 GTI Wolfsburg Edition Neuspeed and more