I used those specific brands on purpose ;)
sure, from a consumer standpoint it feels stupid. but would you really expect a bmw-specific tune (as in, a package/trim option from BMW itself) to be applied to a Toyota?
As in, drive up to the dealership, "hey, give me that z4 tune on my supra please".
I'm sure it's way beyond the legal headache they'd ever want to potentially deal with, and they'd tell you to go to Toyota instead.
I know I'm stretching it...but my overall point is how far are you supposed to optimize a competitor's execution path just because you share the ISA? Intel was over the top in this instance...but at the same time we all accept some level of "okay, yeah intel compiler works best on intel, big surprise".