Hi James would you believe that I have had an identical situation...last december.
Here are the details:
I have driven the BMW 3 for 4 years and the following being the GTI MK V...so last december I had to decide for the coming 4 years
so I was in your situation and I have even the dilemma that I have driven both shortly after eachother so what was it gonna be ....BMW again or GTI again...
I ordered the GTI without even blinking an eye....the main reason I wanna choose a car with my heart not with my brains (anymore).
The BMW is for me the better car in nearly 99 percent so nearly all the ways........ BUT...... boring when it comes to fun and excitement and exclusiveness....I even take the crappy VW garage services (no matter what town) for granted compared to the flawless BMW service....who cares...

I have leased cars who gave me an enormous bang for the lease buck but equally easy I chose for the next 4-year period a car many thousands of real money less than the previous one.... but it gave me an Alfa Romeo instead of a luxurious Audi

...all with the same lease price...
All things being equal the wrong but fun cars I still talk about yes even the completely stupid - Alfa 33 RED - decision

My collegues say I am mad and calculated that for my GTI MK6 I can also drive the Audi A5 or A6 with options....nowadays I do not even bother with status or brains.....with a car I go straight for my primal instincts.....at the end of the day it is only money...
