I think this sucks and waters down the M brand. Every BMW is going to have an M badge on it. The cars we laughed at which slapped an M before the numeric designation like M750iL are coming true.
Unless this opens room for the real M cars to go balls to the wall and break away from the luxury market grip to become more hardcore sports cars, then I can't see ANY good coming from this to M enthusiasts or the M brand. M ALL THE THINGS!