There are quite a few folks out there who will spend a lot of money to make their car go just a little bit faster. This is especially true of Bimmer owners. Dropping thousands on BPUs is the name of the game when it comes to European sports car mods.
And while I should be the last person on Earth to judge such behavior (“underdrive pulleys, eh? Five extra horsepower for how much, exactly? Never mind, just give them to me”), I will say that the most important upgrade anyone should make is to the nut behind the wheel.