My own view - purely speculating of course, is that Morgan spotted a niche in the market addressing those who have seen and admired the AR V6 track cars on which they successfully developed better suspension, brakes etc with super performance, and decided to offer a road going car with similar characteristics.
Mating the Cosworth engine (such fantastic racing pedigree) to the Plus 4 with the AR race bred features was a master stroke.
However, the average Morgan owner still wants to be able to go out with the wife and enjoy high days and holidays in the car. Hence a little luxury was needed.
I think they have struck a nice balance. The car looks good to the track boys and the wife!
Having said all that, I have still to get my hands on mine and see what the wife really thinks after a bit of a blast - not exceeding 3000 revs of course, for the first few hundred miles!
Picking it up on Thursday!

3.7 Roadster
Porsche 964 C2
JCW Mini Cooper S Cab
BMW F750GS
+4 4 1995-2002 / LM 62 +8 2002-07