If you ever want a good rundown of marketing, marketing, marketing take a look at the BMW lifestyle catalog(s). At this point, they're about as prevalent and thick as any LL Bean catalog. And, of course, sell to the same crowd at twice the price.

Back when I had my M3, I saw a couple of these bikes in Richmond BMW's showroom, alongside the polo shirts, belts, keychains, etc. Even though I wasn't back into cycling then, I didn't notice anything particularly exceptional about them. Actually, I wouldn't mind owning one (having already owned 2 cars and 2 motorcycles) - as long as I didn't have to pay any more than I would for a comparable Fuji, Raleigh, etc.