Isn't that the one where MAX BMW got in trouble by Corporate back in 2010 for taking a new bike out prior to the official release of the S1? With the dealer's original allotment of bikes, they didn't get the keys to them until after they attended the big to-do in Florida... then they were given the keys and able to move forward w/sales and demos. Max bypassed the scene by claiming a lost key and got a new one prior to the official release and then Corporate found out.
I could be mixing stories up, but I know there is some truth somewhere in there.