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The issue here isn't with BMW, but rather with people that buy new BMWs (all of us for the most part). if the market will pay it, they will charge it.
If you had a company and your product costs $1000 to make, what would be the right price to charge for it? The right answer here is not 2, 3 or 4 k but rather whatever people will pay for it. If it is not enough to make an appropriate profit, change the product or go out of business. BMW like all other car companies spend a TON of money on market research. They would be silly to charge less than the market will support, and based on their numbers it looks like the prices aren't going to change much.
Now some things IMO are wrong here. Things like good headlights are really not something that I think a car company should try to charge for. Sure they are probably not a deal breaker when someone is buying a car, but I think that it will bite them in the ass in the long run. MB and BMW both have this issue, sub par lights on a luxury car standard is a mistake. They must feel that people will pay for the upgrade.
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