Fuel economy is certain an issue. It's notable that the old Audi did allow for 5w-20 within certain temperatures. I think when the manual was written, M1 might have had one of the only options out there. I'd ask myself why a 5w-20 and a 5w-30 as allowable versus a 5w-20, the chart did allow for a 20w-20, so it would be odd not to allow for a 5w-20. That engine wasn't vastly different than ones a short time later that began to call for A3/B3 A3/B4 type lubricants only. The issue in that case, I believe, was the ridiculously long OCIs more than anything else. 12,500 km severe service intervals in the early 1990s on a turbocharged engine with conventional might have been optimistic.
I've always maintained that there are other considerations beyond fuel economy. Ease of maintenance is important, along with at least making some effort at prevent a motorist from making a very foolish decision, such as SAE 40 in a Saskatchewan winter or 0w-20 in a Vette on track day. When such an error occurs and there are consequences, far too many people would run to the dealer for warranty.
Shannow's posted a good graph here comparing driving habits in Europe versus elsewhere, and there is a greater disparity than I thought there would have been. I guess there simply isn't only one answer. We also still have to see how vehicles will fare in North America on some of these 0w-20 and 5w-20 offerings on extended OCIs. Before tig1 comments, I know he uses M1 in a 20 grade and has for years, but they have been standing behind their oil for long OCIs from the outset.
Not every other company offers an additional distance/time based warranty beyond what the OEM does. So, only time will tell, I guess, especially with GDI.
I don't think there's one answer or reason we can point to. Fuel economy, dumbing vehicles down, advances in oils and engines, North American driving habits....