I've used these for years on my other BMW's, essentially they are shortcuts to the 100s of different functions buried in iDrive.
So instead of having to tap-tap-tap or scroll-scroll-scroll to, say, navigate to work or call home or jump to your favorite radio station, you can assign each button to be a one-touch shortcut to those functions.
I have one set to toggle between full screen and split screen, one to bring up my favorite XM radio channels, another to bring me to my iPod, etc.
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