as long as it makes bmw develop better real M models who cares how they make money, even if its placing M stickers on everything.
bmw was the last to follow Audi with S line and RS models. where S cars are just like M240 etc. and then AMG got on the bandwagon with c43 amg and such.
people love badges, so being in business of selling cars these companies are selling much more now so good for us. more money for R&D for true M cars. ......and maybe a new designer for m3/4 front grills