BMW is trying to reduce the ecological footprint by equipping all the new vehicles with plant based seating material. That has nothing much to do with pricing and quality. It's mostly made from pineapple fibers and looks very good while generally more durable than leather made from animals. Its doesn't look or feel cheap in my opinion. I have driven a few of these cars and felt no difference in appearance to leather. Saving so many cows is good for our planet and future generations in my opinion.