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I guess "fully loaded 3 series" just sounds better to them than "stripped m3" even if the latter offers far more car.
It depends on what you're looking for. A regular 3 is more comfortable, and less expensive to maintain: it has better gas mileage, its wear items (brakes, tires, oil) are cheaper, and those parts generally last longer. When something does break, it's usually also cheaper to fix. Also, most people (like at least 99.9 percent of the driving population) couldn't drive a regular 3 to its full potential, much less an M3. --Andre