its not all totally false. my father still whips an E39 M5 because he loves it and because he likes the image is gives off in the company parking lot. He doesn't think #2 should be rollin up in a new flashy car. Didn't stop him from getting my mom the F01 though.
His boss did the same thing... sort of. Instead of trading his E350 DD in for the new E63 he got a good deal on a left over 09 in the same color as the 350 and no one at the company can tell the difference.