I've never owned an Audi, but I did drive an S3 which my wife was contemplating on getting about 10 years ago, and it felt like the steering wheel was connected to a series of pulleys, and the interior wasn't great, but it was a long time ago, so maybe they've changed a lot.
Personally I've never like BMW's, all the ones I've been in as a passenger have bland looking interiors
Each to their own and all that.
Yeah, comparing a 10 year old Audi to a modern one is not a fair comparison.