EFI, Single Cylinder, and Proven Reliability were the big deciding factors for me. I'd say Styling also factored in as BMWs are some of nicest looking bikes. (my KLR was affectionately referred to as 'the pig' on many occasions) Obviously the fact that BMW Motorrad sales are strong shows that consumers are willing to pay more for an incremental step up in refinement/features. The same emotion explains why people buy 911s when you can get similar performance from a Corvette half the price. If price was my #1 criteria i would have purchased a KLR hands down. I've owned a KLR650 and KLX250s, so I'm looking forward to getting in the saddle and testing out the Sertao, including muddy single track.