I honestly think that after the W140, I'd just take the BMW equivalent of Mercedes cars... (in the low end range).

The top end MB's still appeal to me more than BMW's.
e.g,

S-Class .vs. 7-series -> the new 7 is kinda horrendous. I can't make myself love it. The old one looks awesome and I just can't help wanting it. The new one....

SL .vs. Z8 -> The SL is more powerful, looks better, and is both a handsome and elegant coupe and a muscular roadster.

CL-600 is just an awesome car...

I'd always take the 'slow' G500 over the much faster X5 4.6iS.

That's if money's not a problem. Otherwise I'd just avoid those cars... hehehe

The lower end MB's are different though..
E-Class .vs. 5-series -> I love the 5-series... the interior is beautiful, the body looks good, the exhaust sounds nice and the engine is more powerful, stick shift, etc. you know what my pick is.

C .vs. 3 , same thing...

C-Coupe is pretty ugly too IMO. Call my W123 ugly, however I think the C-Coupe's ugly too to each his own.

Except maybe the SLK, the Z3 is ugly IMO.

That's what I think.

Why they charge more, I do not know. I do agree with you that 'realistically', BMW is my choice over MB (new cars...)
I hope Mercedes isn't relying on the "Star" to sell their cars at a higher price .vs. their competitors.