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BMW continuing to cash in on what little brand equity they have left. ///M and AMG mean absolutely nothing but a short term sales tactic to give someone the feeling they are getting something they really arn't.
BMW didn't invent this approach pretty much all luxury (with rare exception) brands have diluted their brands by taking something only few could afford or buy (which built the brand) and then make it accessibly to anyone by slapping it on a dumbed down version of the real thing.
Its a sad reality of someone in charge trying to generate short term sales growth. You can measure the sales number, but not easily put into figures the damage it does to the brand equity.
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