Honestly, I felt this whole story was not a big deal. But I was wrong. Philipp Lenssen is always digging up interesting things on Google, including BMW's Doorway Pages but even when I first saw it at a forum post in our forum named Google, Spam and Big Companies I thought to myself, big deal!
But then Danny wrote it upand then Matt Cutts ripped the site right out of the index, and showed the whole world what he has done.
Then it got slashdotted and Digged, so now every Webmaster in the world should know what cloaking is and why they shouldn't do it.
Forum discussions at Search Engine Roundtable Forums, WebmasterWorld and Search Engine Watch Forums.
Update: David Naylor reports this also at www.bmw.fr.