I‘ve done a fair whack of research on these as I’ve nearly bought one (or a Golf R) a few times in the past.
In terms of reliability, other owners can probably comment, but as I understand it as long as they are well maintained they’re pretty solid.
Servicing - the VW ‘All-in’ plans looks like a really good deal, £30-odd a month gets you servicing, warranty, breakdown cover and MOTs for two years. We had in on the Tiguan and worked really well for us, multiple things sorted under the warranty without any quibbles.
Excite pack - if that’s the one with the Dynaudio sound system then it’s 100% worth it, the stock system is very average but the upgraded system is a must have in my opinion, having listened to both. Leather seats I’m not particularly bothered by as the fabric seats are excellent. Wheels I think are personal choice.