If they were going for something that [aesthetically] screams 'super hipo 1-series,' they failed miserably. Looks more like '1-series with a generic cheap body kit and cliched black-with-silver-lip BBS knockoff wheels.' I wouldn't give it a second glance if I walked by it.
(and yeah, I'm aware that those are probably real BBS wheels, or something otherwise not-cheap. But they look cheap. And I hate writing on wheels.)
Oh, and I thought it was funny how the article talked about how Dinan prided itself on being unique and blah blah, yet...they chose to put factory M badges on it. Which is cheesy. Like buying a base Corvette, strapping on a supercharger kit, and gluing ZR1 emblems to the back. Not right.