It's because BMW has ended their Advertising relationship with Fallon. Kind of a big deal here in Minneapolis, the home of Fallon.
I had the Fallon web team come give a little presentation to my students just when they launched "The Hire", I still have the original post card at my desk. It was a very cool experience. That campaign was pretty awesome, but I'm not so sure how it impacted BMW sales/image.
Waiting for my e93.