Audi is actually doing really good job for badges, they separate A, S and RS series. Make people more clear, unlike BMW and MB, they have too many "half M and half AMG" models now.[/QUOTE]
Cannot agree more. Either is an M or it's not. I think it's confusing and watering down the marquee but that's just me...[/QUOTE]
I understand where you're coming from but lets not forget the E28 M535i that was introduced in the early 1980s; we can hardly call this a new fad.
From Wikipedia:
https://en.wikipedia.org/wiki/BMW_5_Series_%28E28%29
"M535i: The top of the regular production model range, the M535i uses the drivetrain from the 535i plus M-Technic suspension, wheels and body panels not found on the standard 535i....."
As long as BMW follows along with those sorts of modifications there's just nothing wrong with calling it an M550i. If BMW wants to cannibalize this M550i model by letting you add all the M550i options to a regular 550i then that's their fault for doing so. Saying a car is either M or not doesn't really make sense. Buying a car like the M550i is basically saying you got some BMW M division inspiration in your 550i, nothing wrong with that!