One of the nice differences coming from a 10 year BMW ownership to Audi is the B&O system offered in the Audi. It's fully integrated, never overwhelming, beautifully tuned for the car and enhances the driving experience significantly. In the past I rarely use the audio system in my cars, but with the B&O, it's always on in the Audi. At minimum, BMW buyers here in Malaysia should be given the option to choose if they want the integrated HK or B&O system offered by BMW for their cars in other markets rather than being shoved with no other option for the buyer. The Mark Levinson, HK, BOSE and B&O OEM systems by BMW, Audi and Lexus gives a sense of quality and lifestyle beside just great sound. Some of the implementations have speakers which erect by themselves when you switch it on. Unnecessary but really cool to complete the overall ownership experience.