I can't recall how much it was to stick the "comfort & sound pack on" when I ordered mine but I think suffice to say it's roughly £1,000. Now if I spent that on a sound system for my house I'd expect it to be pretty good and no doubt it would be. Why the B&O in the car is so woefully awful for such a price is beyond me. Audi should ditch B&O or focus of quality of components and finish.
With the right settings tweaks the B&O system sounds excellent (besides the rattles that is) - still not as good as the B&O setup in my TT but it’s close.