So two things:
I'm more in the camp that hybrid vehicles like this will quickly prove to have a brief moment in the economic sun, and will then disappear, and that BMW is going to regret their R&D down this chain in less than a decade. However, if what they know is gas engines and they see the end coming quickly, I can also see how this looks like a path that avoids a survival crisis for them.
The second - I think these ads and vehicle will ultimately prove to act as Tesla ads, based on the way that owners of other EVs want to switch to a Tesla when they can. Gotta love it when the competition starts advertising for you.
The competitive response I want to see from BMW, is to come up with something that is actually competitive. In quality / performance of each individual car, as well as battery supply to compete on volume. Or Ford, GM, VW, ...