I'm sure I paid more than this for BMW Assist in my car (I think like $100-$300, can't remember). I was in an accident a couple years ago; it wasn't a terrible accident, but if it had been, the service it provided would have been well worth the price tag (notifying all the right people, making sure I'm okay, tracking my location for me, etc). If the functionality is similar, this is easily worth the $65 price tag on that alone. If I'm a parent with a first-time driver, you can bet I'd pick one up for my kid.