I considered the F30 but chose a new E92 instead.
HUD (the only tech I would want which I can't get on the E92)
Engine has more pep
New model (the HPFP problems which surfaced when the E90 335 came out made my a little weary of getting a first year new model car)
I went with the E92 as it looks so much better, felt nicer to drive (albeit a little slower), and being a final year model should (hopefully) be close to bulletproof.