Well, they called it an M, and an M it is. They can call it whatever they want. Another quick correction, it is not trying to be anything it isn't- it is what it is. BMW can and does have the right to define/redefine what an M car/truck, and they are not bound by any rigid ideological principles. Fair enough How? So, BMW changed their mind- they are free to. I believe you reserve the right to change your mind don't you... Business is war my friend, and just like war you don't show what your next move is until you have executed it. My sincere apologies however they have called it an M and that is the way it is. Maybe next time. I can't say I have read every one of them, then I will be lying. However this is what I have done; I have test driven the X5M and it does a marvelous job for an SUV and that is good enough for me- and that is all that matters to me. I could care less about what those so-called journalist think or say.