Firstly, you don't need, in any way, the dealer-offered paint and interior protection. It is an overpriced trinket the dealers offer, and is really nothing more than a good wax and sealant that you can do yourself or get done independently much cheaper than the dealer's price.
Tire and wheel protection (or insurance) CAN be useful if the roads where you live are in poor condition (potholes, broken pavement, etc); BUT often the price of the protection is high, and you can "self-insure" for a lot less. If offered by BMW NA itself, it may be useful; if offered by a third party insurer, I would pass.
Sounds like this dealer is playing the usual games more often associated with "Detroit" products. Sounds rather unprofessionl to me.
2012 328i xDrive Touring, BSM, Step.
Gone: 2014 MINI Cooper S, Thunder Grey, 6MT
Gone: 2012 135i Coupe, Jet Black, MSport, 6MT
Gone: 2012 135i Coupe,LeMans Blue, MSport, DCT, Prem
Gone: 2011 X35i, Vermillion Red, MSport.
Gone: 2007 328xiTouring, Barbera Red, Lemon, 6MT.
Gone: 2009 M3 Sedan, Alpine White, Black Novillo, M-DCT.
Gone: 2008 535xi, Alpine White, Black Dakota, MSport.
Long Gone: 11 other BMWs between 1971 and 1986.