Popular Science asked user interface guru, Jef Raskin, to test drive the BMW 745i, and, more importantly, the car’s iDrive unit. As you may recall, the iDrive knob is BMW’s answer to consolidating 35 gauges and lights and 66 manual controls. Raskin’s main complaint is that the iDrive interface has too many modes. With 700 functions to accomodate, the simple knob is manipulated the same way for many different behaviors. And if you’re driving there’s minimal feedback possible to assist you. Perhaps the real problem is the need for the 700 functions to begin with. iDrive’s interface designer reveals the reality that haunts all software developers and interface designers: “Marketers are features-driven people.” Sure the designers wanted to keep things simple, but “if our marketing department says we need it, we design it in.” It’s a good thing that most people value their lives over changing the car radio station. Raskin pulled over every time he was asked to demonstrate a feature. (Bonus link: the BMW M3’s Easter Egg. Fun with electronic transmissions. I wonder what sequence will bring up the programmer credits?)