The F30 is moving up-market, no doubt. Definitely more luxurious than past models.
But most BMW F30 customers still demand high performance attributes. That's why the sport-line is so popular, and the M-Sport line is so well liked on this forum.
Relatively speaking, I think BMW is doing a very good job at overcoming the universal laws of physics associated with trying to go up-market while still retaining the legacy performance characteristics of the 3 series.