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Sadly, it's looking like Toyota will bring out a new sports car (FT-86) before Honda does. Fortunately though, if Toyota makes that move, I don't see Honda being too far behind.
People don't always buy what's best. Often they buy other things.
Actually, people tend to buy what they think is best. It's just that best is always highly subjective. The S might be the best fit for me (and others here) but not necessarily so for the next person. Different people have different needs/wants.