I'm not sure what engendered the discussion about price wars; I'd think that a non-issue. Audi, BMW, and M-B are all generally priced higher for similarly equipped cars, and I've seen no evidence of price wars or deep discounting in my area. In fact, if there is a pricing strategy, it appears more Lexus strategy than European. On an individual sale basis, I got a substantial discount on my GS -- part of what led to a buying decision.
The reference to the $30K barrier, as I noted somewhere else, appears disingenuous. It's not much of hurdle in the luxury car realm, as few cars above the basic transportation definition sell for less. So I, once again, agree with St.
I like to think of myself as a steely-eyed realist, so with the exception of a few cars with which I could have a transcendental relationship, I will be carefully evaluating as the Lexus product line evolves.