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what is the surprise? That is business and marketing. The higher end companies need to keep their edge and the fact is technology is so good and so diverse among companies that it no longer is enough to simply engineer the "best" car because there are so many bests.
Same with something like the m3. You now hyndai's and all sorts of thinking putting out near same power and quality driving as many of m3's competitors etc. Gotta do what you gotta do to keep the marketing going if they want to get the premium price they are used to.
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