apparently prohibited Shell from marketing the Multi-Vehicle ATF but not Quaker State and Pennzoil. Apparently BMW didn't want a third-party to come in and take their trannyfluid profits. In Germany however, they can market it and I also have a German .pdf sheet that claims its compatible. I'm not going to get into the company bullsh&t about marketing agreements and this and that. All I can say is that for 5,000 miles it has worked great and Funfer (another tranny fluid convert with a 540) had 30,000 miles on Mobil 1 ATF in his 5HP30 with no problems.
Some people also believe that only BMW coolant will work in your car. I've been using Zerex for the past 10,000 miles with no problems. I'm not trying to convert anyone to the dark side of transmission fluids but just offering an alternative to those people who can do their own research and draw their own conclusions.