I appreciate your argument.. but
As an enthusiast i think its our obligation to question the company - especially when one has a large stake in that company. Thats the difference between an enthusiast and a fan-boy. a fan boy simply goes along with everything the company does - without looking at the big picture.
What does the X5-M do for BMW? Sure its new variant on a car - and hell maybe their is a market there, and maybe its brilliantly powerful etc. etc. IF its simply a marketing reaction to customer demand, it may be a mistake. In my honest opinion, what makes a company unique is its ability to ignore certain market pressures - if that market pressure is suggesting it do something that is out of character and philosophy of that company.
What makes M cars unique is their rarity and purity - if BMW starts slapping M badges on everything, it may start destroying the reputation that it spent years building. Needless to say, putting the M badge on an X5 runs the risk of damaging the brand image. An M7 would do the same thing. It portrays BMW as a resource sucking, market impulsive company.
If BMW becomes a marketing machine - rather than a brilliant automotive manufacturer - thats a sad day.
BMW spending money on people like SCOTT 27 (in order to keep us enthused about future products) is sad to me. They need to keep marketing under control and continue doing what they do best..
what they have done in the past is a winning formula - thats why when they change it, it worries me. Remember - I'm a bigger stakeholder than most people....(not because im a fan)