I think the 335i is definitely marketed towards customers like me:
1. Enjoy the most power possible
2. Like lots of options (Don't come standard on BMWs)
3. Most importantly: The difference in 24 month lease payment in identically equipped cars (minus the lights on the 328i) is less than 100$ per month.
4. My lease payment is tax deductible since I use the car for work.
Of course there are other demographics that they target, but for me less than 100$ per month (before tax) is the clincher
Gone but not forgotten: 2008 BMW135i Vert
Gone but not forgotten: 2011 MB C63 AMG
Added: 335i, BSM/BLK, M-sport, Sp. Auto, Prem, Tech, HK, 19", lots of Plastidip, H&R Sport, 245/255 Ventus V12