I really like the R8, there's a couple of them in my village.
I don't think Audi are taking any Lambo customers by making either the R8 or an R10. An Audi customer is very different to a Lambo one imo.
I don't think the R8 is civilised or the current Lambo's outrageous either.
Although the Balboni and SV come close.
Both Audi and Lambo have unique design styles that produce beautiful cars. The Audi's are very round and easy to look, and attract the customer who is (i suppose) a bit unsure/insecure about owning a supercar.
The Lambo's have a much braver design (sadly a bit repressed recently) that requires the customer to be flamboyant and confident.
Despite both R8's being very similar to the Gallardo's, they're all very different cars. I hope it stays that way with the next offering from each company.