Well I thought overall the ATS was better than the 3 series that is why I bought one. That is from a long time German car lover and BMWCCA member for 15 years. I could have bought any BMW or German car in that segment, but I thought the new ATS did better overall. Some people should try looking outside of the box.
Certain things BMW does better at and the ATS does better at other things. Beauty is in the eye of the beholder, but I am so tired of the BMW look and the ATS looks way more modern and fresh, from inside to outside. The 3 series just keeps getting bigger, heavier and uglier. I say the only thing now going for it is the wonderful N54/N55 engine.
I got the 2013 ATS premium 3.6L V6 with magnetic ride suspension, Brembo front brakes and a real LSD. I think the CUE is wonderful and works great and no complaints. The interior quality is much better than the 3 series.
Some people are not open minded and have made up their minds, before they even look objectively at other options. Well to each their own.