Just like the premium audio, this is a rip off, but there is no alternative to have it integrated. The X5 isn't cheap, and neither is the phone...too bad the execution is not what one would expect for a premium price. At least you get a tri-mode phone. I paid $1200 for the CPT7000 that I am stuck with until I sell the car. I felt the same way prior to throwing my money at an already obsolete phone, but I did it. I guess BMW knows they are bilking their customers who want the safety of a phone. It should be a standard feature of any car over $40000 (mine was $60000).