From my experience the BMW All Weather mats have a "hard shelled" look to them but still have the same rubber texture look of other rubbery floor mats once they are installed. Those are the genuine BMW mats, from my records they have not changed the styling.
Since you posted a link from our site I'm sure you've already noted the other offerings of E53 X5 mats,
here is a link to other offerings in case you have not browsed the selection.
ECS Tuning