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Business is business and they have to do what they have to do in order to move vehicles. But it's a shame in a way that BMW has to resort to gimmicks, in that it's so not about driving. There was a time when the purists made fun of a car that had SPEC-V on the side, saying it was a "special edition" that was badges, rims, etc., all show, and no go. But BMWs that are all show, no go? I think this is a recent development, it's not a part of their heritage.
I dunno about everyone else but the 81k M3 was pretty laughable. If they had taken out the a/c, put a carbon fiber roof, removed sound-deadening materials, had 6-piston brakes and ceramic rotors, and said the car was 550 lbs. lighter, it would have been impressive. But it was nothing more than stitching, paint, rims, etc.
BMW does have to cater to their audience, what is a better example than the new F10 5 series? It doesn't drive as well as the car it replaced, but it has way more features.
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