The thing is that many of us on a site such as this are looking at the driving experience. We make up a very small set of MINIs marketing reach these days. If we look at the trends with cars these days they are becoming rolling entertainment devices that one just happens to be able to drive too. As much as I hate these facts it is the cold reality of the car business now. There are just not enough of us enthusiasts to sustain a brand like MINI. They need to reach the people that see it as JustAnotherCar to keep the sales numbers high enough to justify being in business.