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Baffling how anyone would think this is a terrible idea.
If it was, Zipcar and all exotic car rentals carrying Italy's finest road masterpieces that go for over 1K a day would all be out of business. All of them.
BMW is merely throwing their foot in a pool already thriving. It's called owning the brand, and all aspects of it. Luxury meets convenience, 'tis all.
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I (still) want my inner circular headlights gleaming a glowing red. That way, scurry when you see my Demon advancing.
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