OP, I agree with you.
I test drove the 535i back to back with an Audi A6 and a Mercedes E class at a dealer event. To my surprise, I didn't really prefer the BMW to the Audi (the Merc felt like a boat) I didn't drive the 550i, but was told that was a more solid offering given that model had adjustable dampers and the 535i I drove did not.
Anyway, probably not a bad thing business-wise for BMWs to range from sporty and involved to comfy and detached -- despite the idea being a somewhat sad one for those of us who cling to the "ultimate driving machine" idea.
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