Has anyone used the concearege(spelling?) service for ordering tickets, dinner reservations, etc. ?
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Yes!   The concierge service ROCKS!  You don't even have to be in your car to use it.
 When I had to pick family up at an unfamiliar airport for a funeral, I didn't have the airport's street address handy (nor the correct spelling)necessary to add it to my GPS.  All I had to do was call the 800# and request the information.
Imagine, having someone sitting at their computer, at YOUR disposal.   *That's* what the service is like.
Another time, I had to locate a nearby restaurant on a lonely stretch of highway, for my diabetic daughter's dinner meal.  Got an excellant recommendation for a nearby coffee shop that will become a regular stop on that route.
Seriously,   I can't think of a better travel companion (sorry honey!) than BMW assist.   
Just last weekend I needed an extra ticket for 2nd City's 11 p.m. show.    No problem!
But my FAVORITE feature is really a by-product of BMW Assist and *that is, having people being able to dial my car directly (by using the ID# included on the Blue Tooth card).   Sure it's long distance ( mine starts with a New Jersey area code) but most cell plans don't charge extra for long distance calls.