It must be possible because I have seen a couple of 2013 cars on cars.com that have an M wheel without the M sport package. It doesn't show up as an option on the configurator or on the ordering guide. I would be surprised if the dealers went to the trouble of buying an M wheel and airbag to replace the original wheel. Maybe this is some kind of secret option known only to certain dealers or sales advisors.
Here is a link to one of the cars:
http://www.cars.com/go/search/detail...nal&listType=1
If you really want to know you could call the dealer and ask them how that steering wheel got on that car.
On the other hand, they could have mixed up the photos.