It seems to be mainly three camps here.
1. Drivers who put luxury first. Many are coming from other brands since they found the E60 lacking in one or several of: ride quality, interior and exterior styling. They want as much sportiness as possible as longs it doesn't compromise luxury. This group has found heaven in the F10.
2. Drivers who put sportiness first. The E60 was the only car in it's segment who did this. These drivers often wants luxury as long as it doesn't compromise sportiness. Most of this group comes from an E60 with sport suspension. This group is often dissapointed in the F10.
3. Drivers who has experienced quality issues with early build F10's.