I had my 328 OptiCoated last week and I can't recommend it enough. It rained here on Monday and I've never seen water bead up like that. I washed it for the first time last night (using Optimum No Rinse, which I also highly recommend) and dirt just slid off. Took less than 20 minutes (in my garage!) and it looks professionally detailed.
+1 for Autopia.org — I found a local Dallas detailer on the forum (Scottwax) who washed, polished and applied OptiCoat for me for $250 total. I specifically asked the dealer not to do anything to the car other than rinse it.
2012 Black Sapphire Metallic F30 328i Sport Line - Dakota Black (Red Highlight) Interior with High Gloss trim - Premium, Tech, Parking Packages + Xenons. Delivered June 23.