The "335i <> M3" dilemma still exist, although what you said is 100% true (in BMW case, and now in our/Audi case).
Audi should see it like this: for a V8 sound, for better handling (most people don't bring their car to the track that often, or never) and for the badge (in my case I'll take it down), will the enthusiasts out there pay 20.000 USD/Euro more ??? People are not stupid, especially those into cars will know they can chip the S4/5, they can change the exhaust, lower the car, for no more than 5k all together.
Anyway, we kinda derailed from this post, I think it's great great news the 3.0V6 is that tunable, especially for S4/S5 buyers, and for all Audi fans in general. I can barely wait to see the 1/4 mile and the track times (any track) for the MTM S4. And I hope we won't see the same flame wars when S4/5 and RS5 owners meet, as in the BMW case (they would kill each other, if forums posts could do that).