One of our cars is a BMW. You're paying for a lot more than touring comfort . You're essentially paying a big premium for on-road performance, something we simply don't need. You're also paying a lot for extras we don't need like (just listing for my car) the proximity sensor on the rear bumper, the tilt-down on the passenger-side mirror, the auto-dimming mirrors, the steptronic transmission, etc.
I suppose the logic is that there might be a market for a non-luxury brand to offer comfy seats, good for the very long haul, without all the bells and whistles.
And instinct would be that GPS and Bluetooth are also bells and whistles, but actually they aren't anymore, given that MA already bans non-hands-free cellphone use, and at least one state has already banned non-built-in GPS. So those are both must-have's for us, now.