I have been on both sides TBH.
When I had a F32 440i and installed MPPSK and almost all M performance visual mods, I considered it as M440i. (The actual M440i wasn't out then). I couldn't afford a new F82 then and had to choose a new F32 and did the upgrades progressively. I felt included in the M category although I knew very well that mine wasn't a real M car and oversold my car's status many a times. I used to really wonder why those real M car owners couldn't agree on baby Ms and just leave us be.
But.... When I got an F82, I flipped like bipolar. My wife still mocks me on this point. But so proud that she can spot most models/ variations including fakery in a jiffy
Guess it comes down to BMW Marketing and Sales strategy to tap more customers and let us poor souls debate on and on while they bring out more baby M like baby boom in the COVID era.
P.S. M sports package is NOT an M in any planet and what a time pass reading this thread