I know I'm labouring the point here a bit, but neither myself nor my brother did.
Before I bought my first sports car, an MR2, the other choices were an Impreza, a Focus RS, and an MG ZS180. Hardly similar cars at all.
Before the Zed, my brother had on his list an Astra VXR and a Focus ST before deciding on the Zed. Again, for him it was about looking at the stats and going from there, along with the style of the overall package.
You and me know more about these things so when deciding on a new car we'd work out what we actually wanted from the car (RWD or FWD, 2 seat or 4 seat, NA or FI etc) and then work out which cars fitted those criteria. Joe Public doesn't, he just wants something that he can show off to his mates in, whether that's with a badge (BMW 318i owners) or with masses of power (Mazda3 MPS owners). Examples used for effect, in case anyone takes offence!