Exactly, you put your money where you will get most enjoyment. To me that's s-tronic. To others it's leather seats, which I hate, in-built Sat/Nav, where I prefer my TomTom, B+O sound system, which I would hardly ever use, Audi phone box, which again I would never use, advanced key, where I'm happy with the ordinary key system, privacy glass which I think makes the car look like an expensive van etc. It's each to his own and at least Audi give us the chance to chose where we spend our money. I do agree with you about the Launch control. It's a 'boy racer' gimmick and not for normal driving. I've never use it with any of my four s-tronics.