Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

Which does Elon Musk prefer more? Cars or publicity?

Somehow, every step he takes, every move he makes, he seems to want the media to pay attention.

One can imagine that older, more established carmakers are a touch annoyed about this.

Then again, what can they offer that's as exciting as Tesla's distinctively designed cars?

And what could they possibly say about the latest of these: the Tesla Cybertruck?

Who knows if and when this Hummer For The Valley Types might be seen on the streets?

Yet the launch gobbled up every atom of publicity with its very audacity. Or, perhaps, its very arrogance.

Watching this, the people behind BMW's Twitter account surely endured twitching fingers.

And, perhaps, a slight lack of confidence.

On Halloween, they tried to mock Mercedes, a move that didn't turn out so well

The people behind Mercedes' Twitter account were ready with a witty riposte on the subject of BMW's new, rather ugly, grilles.

Yet the abject Tesla product demonstration was too tempting for BMW.

So its Twitter team offered this pithy observation, featuring BMW's allegedly bulletproof SUV.

Many might think BMW should have just kept quiet, instead of emitting something a touch controversial.

After all, it's not as if the X5 is a direct competitor to the Cybertruck. In fact, it costs three times as much as the Musk Truck.

Wasn't this just BMW desperately trying to insert itself where it really wasn't wanted?

Many might think such Twitter carping makes no real difference.

It's just disposable puffery, right?

Yet carmakers are especially vulnerable these days to matters of confidence.

Many have been slow to embrace the future, contenting themselves with creating upgrades rather than radical products that truly inspire.

Worse, their ability to capture human imaginations has faltered.

How many times do you see cars that make you react with desire, rather than benign indifference?

So, in a time where the whole world is carping for social, political and merely oh-I'd-better-go-on-Twitter-to-say-something-nasty reasons, many feel they need to flex their social media game daily.

Perhaps one reply to BMW's tweet, from Twitterer Tilman Winkler, accurately summarized the essence of the German company's reaction.

Speaking of the fancy, expensive X5 and the tweet, he said: 

A horrible car in pretty much every respect. But I understand that you had to do this.