Performance is key, as we all know. However, a M driver feel we're in another leauge .If we wanted standard we would just buy X5 M Sport! Many people cannot own a M car but dream of one day of owning one. Don't get me wrong, I too stsrted out at 318i back in 1989. Since then I have always upgraded each year till I own my first M car and it's a totally different drive. Once you go M you cannot go back to your standard BMW. A M driver will pay that extra 20k to get what they want. They will not buy a X5M Sport a feel they have a M car! This is what set apart a true M driver from a standard BMW driver. Not saying all M driver feel this way, but most do and will not tell you ...so not to seem like an Ass *@#$