I just don't understand why everyone (BMW included) are making such a big deal on badging (product naming conventions). Just concentrate on making great quality products that everyone desire...end of story. If someone wanted to debadge, they will do it regardless of what you put on there in the first place. Let's face it, I do NOT buy BMWs because of how they named or badged their cars, which lacked imagination to begin with. So, why all the sudden, BMW starts worrying about it now? If BMW feels embarrassed about putting xDrive badges on their cars, then why did they named such a system to begin with?