CA/SA are order takers now.
Delivery time comes - they don't have the know how (sometimes) or time to deal with customers who don't know the car.
Not everyone is a car enthusiast or tech savvy.
This program is geared to have a better experience for the average BMW owner or new driver to BMW vehicles.
There are way too many CA's in the industry who are underpaid and under-qualified (imagine a venn diagram).
They should one day just make BMW centers like vending machines, scan your code in and unlock the vehicle, take ownership, request a BMW Genius there if necessary.
10-20 Years it will happen...