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Depends on what the cleaning entails. Traditional cleaning by way of just running detergents through is surely a waste. Same with you purchasing aftermarket detergents. You might get more satisfaction dropping cash on a crowded floor at your nearest mall. However with the introduction of direct injection motors you don't have the benefit of gas and detergents running across the top of your valves and in turn keeping them clean. Carbon build up is a reality with these new DI motors.
Google BMW Direct Injection Carbon Builup for more details.
If the injection service entails visually inspecting your valves and confirm carbon build up and then addressing with some type of blasting medium ie walnut shells, then this is a decent deal. However, you often won't get to the bad carbon build up point until later in life, like 60k miles or later.
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