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someone at BMW (or the lot of them...) have been drinking their own kool aid for too long. They made the business decision to appeal to the masses for pure profit, even if that meant diluting the brand identity and alienating purists / pre F8x enthusiasts.
The reality is, they're gaining market share, and appealing to new enthusiasts who generally do not have that perspective of what the marque meant "back in the day" (pre F8x era). This is just another strategy to extend their reach/increase share, create a new tier to hike up prices, and badge whore, very disappointing. ugh. end rant for now.
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