It's hard to argue with the look, though – particularly in the case of this latest addition: the BMW X7 Dark Shadow Edition.
Never has so massive an ostensible family mover looked so stealth, with all chrome trim finished now in gloss and matte black.
And, unlike so many blacked-out editions, this one also has its main body palette set to… well, not black, but a convincing Frozen Arctic Grey that produces a satin-like finish in the same way past BMW 'frozen' colourways have done.
Inside, there's an M leather steering wheel and BMW Individual Merino full leather upholstery in a two-tone Night Blue / Black trim with contrasting seams.
The BMW Individual roof liner is in Night Blue Alcantara, and the upper parts of the instrument panel and armrests of the doors are in Night Blue Nappa leather. Piano black finishes also feature throughout.
The X7 Dark Shadow edition (technically known as the X7 Edition Dark Shadow, presumably named by Yoda) will be built at BMW's Spartanburg plant in the US.
Only 500 examples will be built, and we're waiting on BMW Australia to confirm local availability.
Sales figures for the BMW X7 in Australia show it has moved 445 examples so far in 2020 (figures valid to end of June, July numbers still to come).
By comparison, the X7's biggest rival – literally and figuratively – the Mercedes-Benz GLS has sold 503 examples over the same period.
A little stealth action could be just what the doktor ordered.