BMWs have decent 'mod' support, if you fully own a msport/M you can be mitigating OTA updates in firmware to retain your perf/exhaust pops as regulations/OEMs change goals. Original firmware b58s (m340/z4m40) are infamously coveted for specific software/hardware versions... Same logic can be applied to this strange advert thingy

Engine modules are locked because of regulation to ensure that emissions control remain in place.

Pops don't disappear with software updates. Pops disappeared in Europe because of the dreaded OPF.