"Compensating" comes to mind. By that I mean they're spending/wasting money on frivolities rather than the core competency -- competing with the smoothness of a single-gear EV.
Yes,
'frivolities' is a good way to put it. I've been calling it
'window dressing'. None of that stuff actually costs very much. It is the
labor of the craftsman that puts it all together that increases the price. And the amount charged for it
'at retail' is still multitudes more than anyone pays the craftsman. If I wanted a gilded, quilted, buttoned, pillowed, leathered, draped, tufted, folded, bunched, or laced interior in my car I've got a guy who lives a block away from my Brother to do that, and he does GREAT work! If I were restoring a circa 1974 Cadillac he'd be the guy I'd go to first. I am not at all impressed by the supposed need for a longitudinal dividing wall between passengers filled with cubby holes. This is particularly disgusting, because BMW had always marketed their vehicles as
'drivers cars' (and still do, with their recent jabs at Autopilot and future Autonomy with a "The Future of Driving Will Always Include Drivers." campaign) but now put an inordinate amount of attention on rear seat
'comfort and convenience' for passengers instead. Perhaps some day BMW will decide to bring back
'The HIRE' series to promote their cars.
Their
'Virtual Co-pilot' is called
'Companion'. It is not just Autonomous, but Dynamic... supposedly. Hmmm.. Can you tell I have always felt BMW was full of [BOLSHEVIK]...? Really, their duplicity reminds me of how newspaper, radio, and television reporters act as if everything on the internet is EViL -- except their OWN website, of course.