Are you sure you weren't considering an SUV too?
Actually, the 335i is closer to the FGT than the M3. Mainly because 335 also shares a price/performance factor as well that the M3 lacked.
And PhoKingGuy most likely cross-shopped based on performance and price. Look at these cars. Pony car vs Entry level lux. 2 doors vs 4 doors. Pure performance vs refinement.
I still don't see how one can be willing to purchase a $70k car like the M3 and go... OHHH LOOK! I can get the Ford GT for 1/2 the price! Woot!
More like they are considering the RS4 or the C63 AMG because although they are in a similar price range, maybe AWD is more appealing like the RS4 or a huge hand-built N/A engine is more appealing like the C63.