I'm picking one up today for $200 at BMW here in Los Angeles (yes the MEDIA edition). I believe it will allow you to control all the phone features, your music library, as well as use the external antenna of the car for reception (which will be a phenomenal improvement) and a fast rapid charger. All this justifies the $200 spend for me ;-) Nonetheless, they said I can try it out in my car, and if I don't like it I can return it for a full refund… Will post more once I pick it up