I'm trying to figure out the best way to describe this. Bilstein's are (again, my opinion) a low-quality, high-volume, OE-style shock. What I mean by that is you drive with your Bilstein Sport's and the lowering springs and they
feel harsh. And you think, well these
feel so stiff, they
must handle well. When, in reality, they handle like absolute turd. I've run several BMW's with Bilstein's. I used to think the same thing. Then I bought quality dampers on those same cars (Moton, AST, MCS, KW, etc) and WOW, was I wrong. A suspension shouldn't
feel like it's hard and working to break your back and knock your teeth out. Hard
does not equal good. In fact, because they are so
stiff they actually suck at absorbing road imperfections (which is basically the whole point of them) and make the car extremely unpredictable at the limit (due to oscillations and bump steer) and crap to drive at all other times. A real quality damper can provide both a comfortable ride
and incredible handling characteristics. That is why, even though I have ridiculously stiff springs on my MCS Coilovers (we're talking 3-4x stiffer than stock), they actually ride as comfortable as the stock dampers and springs. There is added NVH due to all the spherical bushings/bearings, but that is to be expected on a setup designed for the track.
So the question is, where does MPP/KW land in all of this? I'm not going to say the Comfort's were designed for the track, because they weren't. However, they prove to be nicely composed, balanced, and predictable on the track. I've pushed the Comfort's pretty hard and was pleasantly surprised. Sure, they aren't the fastest setup in the world, but they are a big upgrade and are a notable step up over stock when pushing them; otherwise they ride as nice or better than stock. All the above is the reason I strongly recommend against just throwing springs over dampers. The stock dampers are OK at best (which is true of basically any car from the factory), and not at all designed for a lowering spring. Even then, most damper and spring options out there weren't really designed to be run together which is why a true full coilover with a damper valved specifically for the springs it is going to use is the best setup every time.
My understanding (perhaps
@MountainPass can chime in here) is that the comfort's run a lower spring rate with fixed rebound and compression settings that would fall somewhere in the middle of the adjustment offered by the Sport's version. In theory the Sport's could be adjusted to be a little softer than the Comfort setup or noticeably stiffer.
TLDR; A truly good suspension setup is both comfortable and provides excellent handling characteristics (they are not mutually exclusive).
Hopefully that helps; suspension is an extremely complex system even though it looks simple on the surface!