Andy,
I too tested one (as a replacement for SWMBO's MINI). As a BMW owner over many years, I was very disappointed in the one. SWMBO hated it.
It is overpriced for what it is, with all the bits that you want/need on one you may as well buy a 3 series. I have yet to drive a new 3. It just insn't convincing. Sorry. I didn't mind the looks either.
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Not an owner of the One series or the new E90, but have driven both (invited to the Rockingham launch).
From a driving perspective, I cannot fault it. Incredible road holding, and immediately felt that it could handle far more power. They seem to have addressed that with the 130i.
In my opinion, it is the best driver's car in its class.
Yes, it is expensive for what it is. I don't think BMW wants to rival the Golf in terms of sales, hence the premium price.
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