No, I believe he is saying that he got 80-90% of the experience (and build quality) for less outlay, and couldn't justify the extra for the A3 over equivalent platform cars from other brands.
Yes the A3 feels more premium, heck it IS more premium, and does have some nice technologies available, but you pay through the nose for optional extras, especially on PCP whereby the addition of an optional extra rarely increases the GFV.
It's why I'm not in an S-Line, an S-Line with the spec of my car would have been a good £3000+ in options, I chose to forgo the 27" wheels and bodykit so I could have a better specced car, I spend time inside it, not looking at it. In an ideal world I'd have both, but it simply wasn't an option at the time (in budget).