I sold my e90 335 for the f30 335. Although the e90 steering was heavy, it wasn't tight. I didn't like how it was a bit wobbly going on high speed bends. The f30 steering is lighter but don't mistake that for handling. Handling is super sharp, almost as sharp as the e92m3 with servo. I like how the f30 steering gives you resistance when going over high speed bends. Also the f30 has less body roll than the e90 even though it sits a bit higher.
I can see why some people said what they said about the f30. I felt the same way when I got base model 328i loaners from he dealer. They didn't have sport package and came with 17s. Try driving the sport or msport and u may feel a little different. F30'msport in sport mode the steering feels almost as firm as my e92m3 on Normal settings.