It's not that bad
I think the current 3 series is a very good looking car.
But what has been said is that it very much resembles the 5 series etc.
Just like audi, I'm always wondering if I see an A4 or an A6, especially from the back.
And although I do know the difference between the current rear of the F10 and F30 I can imangine that most people don't.
I think the last e90 and e60 were more marmite, and the current F10 and F30 are more polished to the general public.
I mean on audi designs they polish away all details so there is not much to hate anymore. Downside is that there's also not much left to love anymore.
On a general note I think the e46 was still the nicest of them all.