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I think the most common reasons people buy the FR-S include just preferring the styling, not wanting to spend more/not being interested in the BRZ's extras, or BRZ's are too hard to come across in their area.
I went with the BRZ myself. Having seen it in person, I like the front end of the car more than the FR-S, not by a lot, but I prefer it. I used to know one of the best headlight retrofitters in the country and have a custom retrofit in my current car so I absolutely wanted HID's. Just so happens the BRZ's headlights are right up my alley styling wise. Plus I am well aware of how much it costs to retrofit a set of headlights the right way, and how hard it is to nail the styling on them. The nav unit in the BRZ looks decent and is a nice bonus. I am not sure if the interior in the press is the one we will see on the production FR-S but if it is, I prefer the BRZ's more reserved take. If I had the choice I might prefer the FR-S' suspension setup, but my stock suspension probably won't stick around for long anyway so it is somewhat of a moot point.
I can understand why people might not care about some of the BRZ's features. I myself went with the premium since I didn't care too much for the limited's features other than keyless entry, the fact their center console looks better, and the seats being heated. I personally hate automatic climate control, didn't find the BRZ's leather interior to look that great, I think the push start is a bit silly on a manual transmission car where you apparently still have to push in the clutch, I like the spoilerless look better, and I think the lower grills on the USDM models look really cool without fogs.
As for the folks who weighed the BRZ's added features over the FR-S... HID's are nice but not necessary, and while nav is cool it will end up dated before the car is.
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