Cars from practically all manufacturers are becoming so perfect in all aspects of performance these days.
This makes it difficult to differentiate on quality or performance like in the past.
As a result manufacturers are trying to be different for the sake of it and to come up with new ideas, in order to do the extra sale.
Most of these niche-within-a-niche cars satisfy no practical purpose and are just gimmicks for people who like to try any new idea that appears.
I suppose the A7 and most of all the X6 fall in this category.
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It's not where you're going, it's how you get there that counts