The 370Z is in a particularly tough position. It has too many competitors because it offers so much at an affordable price range. For starters, it's often compared to cars that cost nearly twice as much like the Cayman/Boxster(if you have the vert), BMW Z4, and even the Audi TT. Because the Z is able to compete with them performance wise, they in turn become competitors. But the Z always fall short of quality and branding. Then we have cars like the Mustang, Camaro, and now the BRZ/FRS which are all in the same price range, so these in turn become competitors. But unlike the Z, the muscle cars lack the handling and percision, and in case of the BRZ/FRS it lacks the power. And somehow out of all that, the Z is considered overpriced. It is also worth noting the Z has the better interior of these cars, but that's just my opinion. The Z is a great overall package for consumers at 30k, but its a downfall for magazine editors to pick apart.