Its like it you bought a set of wheels and tyre for £1800 on finance and after a few months decided you wanted to get the wheels refurbed in a difference colour, nobody would think twice. Its the same the for cars, yes not yours until paid off but evidential mods//alterations take place. Poor example I know, but in principle the same.
I think its a tough call, has BMW sold more M cars due to LLF? Possibly a lot of owners would say yes, the channel had influenced their decision over a similar spec Audi, Nissan, Jag or Merc. Are BMW happy with the extra sales, yes but no. Still could all be fake news???