steering "hiss" noise

[818Guy]

When I turn the steering wheel either all the way to the left or the right, I hear this gawd awful hissing sound from the engine bay area. If I hold this full turn the sound does not go away, however just move the wheel off a full turn and it quiets, not as noticable. I do hear this hissing noise sometimes, though, when I'm not in a hard turn.

Sounds like crap and it's REALLY loud.

Any ideas? I want to think this through before going to the dealer and have them tell me, "this is normal" BS.

I know for a fact that it has gotten louder recently. BTW, I have 2,000 miles on my X3.