Both make terrific cars to drive and be “seen” in. BMW owners have the reputation of being much like the container of a feminine hygiene product for their attitudes and lack of parking courtesy. Audi owner, not so much. Both have quality and longevity issues with their current models. Both have factory service for the first 3 or 4 years and most get leased. Repairs and parts for either if kept beyond the warranty are VERY expensive.
I like the Audi S5 sport Coupe, too. Is it worth $65K? Not to me, but worth is a very subjective thing.