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