I think the idea of creating awareness of the AMG brand is great! We'll most likely see some fun events, advos and new product options.
However, the downside is that the exclusivity of the AMG cars will most likely diminish. I liken this desire for more AMG volume at corporate MB to what BMW did with their "M" brand some years ago. At one point, the M version cars were hardcore, exclusive, racer-boy types and not mainstream. Then, BMW realized they could sell more cars with the M logo (to US market where tons of available credit put higher-priced cars in the hands of the masses...) and started making the cars more "luxurious" - offering 4-door and convertible versions of the M's. What I noticed at the time was that suddenly I was seeing M's everywhere -- not necessarily a bad thing, but took some of the allure and mystique out of my own (I've owned 3 M3's and an M6) M3 ownership. I suspect that this is likely to be the case as we get more AMG cars out there (let alone the AMG - styled but not-really-AMG-powered-cars)....