The honest truth is I've never really liked BMW's styling, however I think sometime between 2002 and 2003 it went from "eh" to "eew yuck".
Here's the thing:
*I don't really like the Hofmeister kink, not since it first appeared in the 50's on american cars
*I never liked the kidney grille, not in the 60s, 70s, 80s, 90s, or now
*I don't like bangle butt
*I don't like the "We shoved the wax prototype in the air tunnel with a blow torch to see if it'd look better" styling theme they call flame surfacing or whatever
*I don't like the fact that every time BMW does something hideous, the whole industry goes ga ga and copies it until I feel like throwing up every time I see a car that remotely resembles a 5 series
*I don't like the current style of hofmeister kink because it almost always means the door has a straight line that goes all the way down from the top of the kink (basically, the top rear of the back door's window), all the way down to the sideskirt)
*And I hate their "bulging" technique, clearly stolen from the 90's Ford Taurus (that kink in the beltline on the side of the car), hehe.
* I don't like any of the "small" details either.. their interiors almost never flow, even stupid things like the windshield wiper arms somehow look ugly.
And the funny thing is, people almost never buy a BMW for any of that stuff - they buy it to impress their neighbors, or they buy it for the "driving experience".
So no, I still don't get the big deal.