That is exactly what differentiates BMW fans out of everybody else. True BMW fans are all enthusiasts. We appreciate the brand, not the cost. BMW know this, and they abuse it.
Two month ago my friend was looking at an A4/3-series/C-class, and he bought an A4 because it would give the best value for the money out of them three. Now, I would pay extra $5 k to get a beemer with the same features. I go for my brand.
Now the E65 new 7-series is an absolute piece of art. I have never seen anything more beautiful (well, other than women) before in my life!
On the BMW message boards and among my friends we normally use BMW's wagon codes- otherwise things often get confusing. Like the prior 7-series is E38, 1988-1995 5-series is E34, 1996-2003 5 is E39, E36 and E46 for the 3 series, etc.
And same with Mercedes, by the way... it's just easier.