Found the solution guys, define 'x' profile first and the 'default' and it works fine (insane Maven!!). Here's the final result:
<profiles>
<!-- DO NOT CHANGE THE *ORDER* IN WHICH THESE PROFILES ARE DEFINED! -->
<profile>
<id>x</id>
<modules>
<module>m1</module>
</modules>
</profile>
<profile>
<id>default</id>
<activation>
<activeByDefault>true</activeByDefault>
</activation>
<modules>
<module>m1</module>
<module>m2</module>
<module>m3</module>
</modules>
</profile>
</profiles>