Those two were also my final candidates for my car shopping looking for a sedan/crossover replacement for my G37 coupe. At the end, I chose EX35 as I got far superior deal over the others, but those two were very close.
As a driver who came from E90 325i and G37 Coupe, I definitely liked 528/535 more. It was a better combination of luxury and driving than E350, which was too much towards luxury for my favor. Also, as a 29-year-old Korean who looks like 20-year-old college kid (Yes, I am always asked which school I am going to. lol), I couldn't imagine myself driving E class just yet. lol