It's what got me looking at cars. I first saw the A7 in France in May, 2011 and I was smitten the first time I saw the LEDs in my rear view mirror. Further investigation and test drives just reinforced my initial impressions
Audi has done a great job on the interior. I also looked at the new Lexus GS, the Benz CLS, and the Infiniti M37X. I'd put Audi in the middle of the pack, but it's a pretty august group.
I test drove the 19" Prestige all-season configuration and the 20" sport package. I chose the standard 19s because of the road noise with the 20s. I didn't notice a big difference in ride quality or handling between the two.
By far and away the best interface between all cars tested.
Second to styling, the cargo capacity was what sealed the deal.