Yes, it does look like M is taking a play book from Mercedes, where it pretty much known off the bat there will be the "standard" AMG and then an S version for most models, both released at approximately the same time.
I don't necessarily think it's bad thing, as it allows the consumer to decide whether they really need the 0.1 second advantage to 60 mph on their daily commute to the office, or the slightly lower ride hight as they navigate the occasional storm coming home from work. Or, I don't know, they may just like the wheels better or the black accents.
One thing is for sure, the LCI (maybe more than one!) is coming for both the base and the competition, so either wait forever or enjoy what you decide to buy.