Still think all Audi's are boring looking on the exterior. Too plain looking from all angles. As for the interior, I'm not going to say it's a bad looking interior but why do people talk like it blows away BMW's and Mercedes' interiors? Personally, I think Audi's fall in with Mercedes - there are WAY too many buttons. Do people like that? The shifter area, it looks like you have a whole control panel to launch a missile.
When you compare the F30 interior to the Audi (and Mercedes), I see and understand why BMW did what they did. Having the iDrive display as it is definitely makes the interior look bigger/have more room. Everything else looks more driver orientated (definitely an improvement over the E9x). Perhaps I choose the BMW interior because I've always loved the simplistic look.