1 series product manager must be an enthusiast

Was looking at the 2013 order guide and there are so many little "gifts" that you don't see anywhere else in the BMWNA line up:
-a la carte sport seat option for $400
-a la carte msport steering wheel option for $120
-cheapest msport packages (3 series is approx 3k and doesn't give any more stuff)
-lumbar support included as std with 135 (good for those long drives). Also means you don't have to order premium pkg to get it
-availability of dct..you have to spend a lot more on a 335is to get this otherwise
-best looking msport wheels across all models

The 1 series is often pointed out as most involving BMW drive, however, a hatch would be welcome. I drove a 2010 128i for a couple of days and wife and I really liked it with exception of hard seat cushions.