I agree that the interior may be moving toward the "Chrysler NY-esque rolling living room set on wheels
" affair, but again I really do think they are competing against Lexus/Infiniti gadgetry and gimmickry and I think it is specifically aimed at the US market in doing such. In the US, even though we have lots of open roads, a majority of cars are stuck using the I95 in Atlanta, the Hollywood Freeway or the Long Island Distressway and Belt Parkinglot where speeds over a crawl are a rarity
...so the fancy stereo's and other distractions help one from falling asleep in traffic
aside from the Maxim reader's craving of status and prestige over road ability.
Though I have found previous BMW's dull and uncomfortable interior wise, nothing was worse than the Mercedes 240D and 190D/E interiors with "M-B-Tex" vinlyl interiors as standard equipment here not all that long ago.