I'm a wife! I love HUD. I can clearly see where I need to turn next if using Nav. I don't like having on the Nav. sound. Speed display is right there too. I can't imagine why anyone wouldn't like it. I drove a loaner for a couple days when the x5 was in the shop. It didn't have HUD and I couldn't believe how much I missed it. I consider it a real safety and convenience feature.