Purchasing an automobile is a matter of individual taste. I have recently test driven both a 335i and an Audi S5. Aside from nearly identical acceleration figures they are two completely different cars. The BMW is clearly a good car but just didn't feel "special". The Audi quite clearly has superior build quality - especially the interior which is in a different league to the BMW. In my opinion it also has much better styling. Price or fuel economy is not an issue for me so the extra cost and 14mpg from the V8 is not an issue - the sound alone is worth the extra money.
Living in Texas most of my driving is either urban or on Interstates. For me the Audi fits the bill best. Roll on March when my S5 arrives!