This thing IS overpriced (IMO), but it's also a case of a loaded up media-spec car presenting a poor value comparison. People are also including every PDI and licensing fee in the BMW price (and then further rounding up to an even $50k) and not doing so for their chosen comparison car.
As an example, you can option a 320i sedan (non AWD), starts at $36k add the modern line (as in the article) or sports package (18 in wheels, leather, sportseats) and have a pretty nice RWD sedan for <$40k MSRP.
Still wouldn't be my choice, but I think that's at least a reasonable option for someone who doesn't have serious sporting pretensions and/or is realistic about the driving they do.