Audis have a dodgy "soft feel" covering on every switch / button in the cabin. My mate has an £80k Audi and even this has the same material used, which is gradually rubbing off leaving a horrible greeny plastic. I had a TT and an A5 on long test drives and thought the interior was inferior to the BMW. Each to his own though.
I dont think anyone is questioning BMWs more some of the drivers. A few years ago it was Volvo's on a motorbike you always took extra care round them then it was Audi currently its BMWs Go to a junction round hear and count the cars that don't signal and i would put money on BMWs coming out top Then again all vw camper drivers have long hair and are hippys