Some great BMW cars were denoted in such fashion and it served to even protect the M brand such as when BMW called the X5 a 4.8is rather than putting an M badge on it. At that time BMW believed the letter M only belonged on a select few vehicles worthy of the name making it exclusive, special, and sought after. Now, practically everyone is going to have an M on their BMW. People will now think their cars are somehow in the same league as other M vehicles even though they do not have motors or other parts developed by the Motorsport division which is the whole point of putting an M on a BMW in the first place. It's simply maddening.
So why is BMW doing it? Money and marketing. The letter M sells. BMW themselves calls it the most powerful letter in the world and it is likely because of the impact it has on their bottom line. Imagine selling the M idea and not even having to provide an M car. Instant profit without the additional engineering and investment of actually having to produce an M model. Not to mention this allows BMW to copy Audi in a sense of offering sport models such as the "S-Line" in the mid range and then the higher performance cars on top of that keeping everything neat and uniform. Why BMW is mimicking Audi instead of continuing down their own path they have forged makes no sense. Unless you work in BMW's marketing department.
So, another proud BMW chapter comes to a close. Here's to seeing an M badge on every BMW model in the lineup, whether it deserves it and is actually developed by the Motorsport division or not.