and there are people that will pay for this ?
1) It is not optional on the US 2011/2012, it is standard equipment, just like ABS. So you do not "pay for it" (by opting for it) except as part of the price of the bike.
2) It is not designed specifically to stop wheelies, that is just a side-effect. It is primarily a safety system to keep control, stability, and power in adverse conditions, such as rain, sand, slippery pavement, mud, etc. For that purpose, people report it works very well.
3) You can disable it whenever you like, from the handlebar controls. Although, it will default back to "on" again when the bike is restarted.