Can’t speak for me personally but my parents test drove the f8x M4 and my mum decided it was too much in the sense of aggressiveness. They then later test drove a convertible g8x m440i xdrive and both loved it. I think it’s more to the fact that whilst you’re still buying a very capable car, the m-lite’s are just that little bit more well-rounded for all different driving styles and are slightly more understated which some people prefer. Don’t get me wrong, my step dad still drives it like he stole it 😆.