It's all smoke & mirrors on a car that's already decently tuned, and the 'feel' of a faster car can usually be put down to the placebo effect, as you won't feel a 1-2% peak power increase. Any tuner who claims better fuel consumption at the same time as a power increase is either lying, or are leaning the fuel mixture off - which can result in more power, but can also cause damage.
If your not running it on super unleaded then you could get it mapped to run solely on higher octane fuel, which would release some extra ponies, but you'll be paying every time you fill up. If you're already solely using super unleaded then you might see a 10-15bhp gain once it's mapped for it, but just don't use anything lower or you may risk engine damage.
Don't forget that BMW are now (allegedly) checking the ECU checksums of some cars that go in for warranty work (although mainly the single & twin turbo 3.0/3.5 models) - and you may find any engine/transmission related claims are refused.
The only way I ever got any improvement out of a rechip was when it was to complement another upgrade (e.g. head work, cams, throttle bodies, intake system, etc.), and I had plenty of experiences of rolling road days where you're shown to have 340bhp one day, but 290bhp the next.
You've got to ask yourself whether a notional 10bhp gain is worth the £300 cost, plus the potential rise in insurance cost, plus the damage to residuals of having a 'chipped' car, plus the risk of invalidating part of any warranty you might have (BMW or aftermarket).