I think the idea is to have something that is identifiable as the starter for those who carry their electronic key in their purse or pocket.
My Macan has a twist knob that is like the head of a key. It is simple to use and easy for those who are not familiar with the car to find.

The difference is the Macan's looks good.
You can say "well, it's Porsche", but MINI is BMW. They just effed up the design this time.