I was just reading that article. Audi has taken great strides to be as competitive as possible in the various car segments.
Look at what you get for the pricing that they offer theirs cars at. The S7 is almost $30k cheaper, comes with better performance, interior is top notch (seen in person and drove the S7 on Friday) and what you get as a base package is something heavily optioned in a BMW, MB, Porsche, etc..
If I were shopping for this type of vehicle, the S7 would be a no brainer in my mind.
Also, can we all agree on what the hell BMW IS DOING WITH THEIR BRAKES!!! Sliding calipers belong on a $20k car. Even Buick these days has brembos in their "sportier" cars.
Get with the program BMW.