Its just your not getting much more for your money I feel - maybe if it had a different engine but afterall its the S3 engine, basically the same as the older Ed30 .. so you get 4motion and the R badge.
Company car, of course if its not my money I would have one in a flash!
If they priced it higher it would probably sell out, its not 'that' special in my eyes though - £30k for a fully loaded one maybe.