Over the past twelve months I have put up with constant broken embargos when initial surprise launches have been torpedoed.
With the M3 BMW want to bring back the mystique and surprise you only got at a motorshow launch. whilst the internet has taken the lead to become the major communication tool overtaking the human form of communication. BMW want to showcase a vehicle to the media and public which has not been previewed. when you see the Audi A5 , Mercedes C-Klasse etc you already know what it looks like because of pictures that have been released all you will see will be the reality of the car from the picture.
Maximum exposure is almost guaranteed when you don't present something and let the media guess " what are they going to reveal?"
Debate always means maximum publicity.