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I went with a Premium BRZ for a few reasons. First the BRZ comes with HID head lights that the FRS doesn't have. Second a Premium BRZ lets you play the local Scion and Subaru dealers against each other pretty hard. I don't know why you would think the Premium isn't comfy, the cloth seats are pretty nice I don't really see the big deal about climate control or keyless start/entry. You are still going to get the same plastic interior no matter which trim level you buy. All the stock head units are pretty mediocre in my opinion. Leather and heated seats sound nice but it wasn't worth the extra $3k to me.
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