I bought my 2011 535xi GT 4 months ago. Loved the styling, especially after finding out it is built on the 7 series short platform with the 7 series interior. Love the ambient lighting, and all of the gadgets. Mine is loaded except for rear DVD, adaptive cruise/lane departure and heads up. The thing that really sold me was the price. Mine had an MSRP of $75K plus change and I ended up buying it for $60K even. Apparently they are not popular in my part of the country, so the dealers were giving them away. My buddy bought a new 2010 550 xi GT the week after I got mine. It had a $73K sticker and he purchased for $55K and some change.
This may be the norm, but for a car which I really liked, the $$ incentives were what sealed the deal for me.