You're really not getting the point here.
Just because it has heated leather seats does not mean that it is the forefront of luxury motoring. It means that it was a Ford Fiesta fitted with heated leather (probably nasty quality leather, going by the leather seats in a friend's MK6 Fiesta, but anyway) seats. A decent saloon is going to be better built, ride better and generally be a nicer place to spend miles all day long.
A Hot Hatch is supposed to be a jack of all trades car but with a gearing towards being fun above almost everything else, but the following of the ST seems to be the opposite. People like it because its not as good a drive as its competitors, but its got a slightly better interior and heated leather seats. Oh, and the residuals are lower (arguably because its a bit rubbish, but thats by the by) Awesome

.
When you've got owners popping up and saying 'Well, they can made to handle and go alright with a couple of mods' you've seriously got to wonder what's the point when your money will buy you something that goes and handles better from the factory? And this isn't like mentioning mods is a one time thing. Every single ST thread I've ever flicked through involves someone mentioning the mountune pack.
Why someone would pick one over the competition is completely beyond me. Oh wait, unless of you need that quality interior, comfort, looks and general luxray we tend to associate with a Ford Fiesta