Well optioned/fully loaded in the mid to upper $60's is very much expected. I am hoping for $70< with gas guzzler tax. If the price starts edging higher, a 911S becomes even more appealing to me.
A 2009 911S (facelifted) well optioned @ $91,000 +/- with a $6,000 discount and no gas guzzler could become more attractive. I am loving my 335Xi coupe so I really want to own an M3, but I may not.
I just priced a 911S (again) and even with Sport Exhaust and Sport Adaptive Seats (Roughly $5000) the price was $95,000-$96,000. Those options are desirable but hardly necessary.
So, a discounted loaded 2009 911S @ $85,000 vs. a (potentionally) $73,000 M3 w/gg, that could be a tough one.