I love audi's but hot hatches are meant to be in your face styling wise and be really exciting to drive. Plus mainly bought by people in their 20's I assume.
The S3 is understated design wise and, whilst is fast, is more luxurious than exciting. This is why I bought one recently. However of the people who were interviewed for the survey, how many could afford and therefore have tried an S3? Not many so they would not know how good they are.