I counted no less than 69 model configurations on BMWUSA's website. It does seem a little ridiculous, but hey, if it works.
As a soon-to-be owner of an X1, I take offense to the remark about it not being an ultimate driving machine.
Having owned a 330Ci E46, Z4 E85, 135i E82, and an X3 E83, they've all had a better driving experience than much of the competition in the same form factor.
I thank BMW for making the 1 series (and the X1) so that I can have a quick, small, relatively lightweight BMW that I can afford. The 3,5,7 and X's have all become large, bloated, and expensive. Plus, they refuse to bring over a hatchback, so the X1 is a good compromise.