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...Porsche, Ferrari and Lamborghini...
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Please stop comparing BMW to these brands. They have very little in common, especially not the same customer profile.
Nobody uses a Ferrari to cruise to work in the morning, and back home in the evening. They have a lazy (and quiet) Mercedes diesel to commute to work. And they run their Ferrari only in the weekend.
These days BMW M cars have to do both. Provide the luxury and ease of a daily driver for commuting back and forth to work, and provide fun, sportyness and thrills in the weekend.
So compromises have to be made. But if active sound design helps to provide both, then that's absolutely OK with me.