What's interesting is that everyone just accepts that this is all some elaborate BMW Creative Marketing initiative instead of some guy who helps put together the brochures at BMW and some other guy who has a buddy that works there chatting about cars with no more knowledge than anyone else. Often, all of this vague, general information could have been surmised by anyone who likes cars. Telling us the next version will be more powerful and more fuel efficient or drive superbly and have a more sporting characteristic isn't exactly insider information when it comes to new models of cars. Let me guess...they'll also have 4 tires and a steering wheel? It's the magazines, forum members, other blog writers and entities like Brenda Priddy who provide the spy shots that really excite readers. As well, telling us that artitisc interpretations of future models aren't exactly like the real thing isn't information either. Those mock-ups are never 100% accurate. While the forum is certainly entertaining and a great place for people who like cars and the automobile industry, I wouldn't necessarily drink the koolaid of it being a BMW initiative. As for extremeism in brand loyalty...well that's just odd behaviour. Not everyone loves BMW and it's not from lack of money or knowledge of cars. Defending BMW to the last breath when you don't own the company is just bizarre. Maybe if you're Norbert Reithofer, Adrian van Hooydonk or one of the Quandt family members I could see some extra enthusiasm but if you're just another 25 year old who managed to come up with enough money for a lease payment on your 3-series...then you may want to relax a tad. They're just cars.