Latest Audi and BMW badging WTF?

[Notanotherturbo]

Could anybody explain how the new badging works? I sort of get the BMW effort with the higher output smaller engine being badged as the engine it replaced, is it is simple as that? The Audi makes no sense to me at all I'm afraid. Bigger number more power but that's as much as I can figure. Can't they just put the engine size on the back and make it an I or an S of an R or something?

[Notanotherturbo]

Wills2 said:

The badge on the back of a BMW hasn't always been a direct reflection of the engine capacity, this isn't "new" news.

It was for donkeys years except for the odd exception like the E28 525E. It's only in recent years this has changed, and to be fair it was always close