Who do you think is the average buyer of the "exciting" Rolls?
The average buyer is a 53 year old white male (and probably a businessman).
Rolls-Royce or Bentley is for athletes, celebrities, and anyone with more money than taste. They are flashy cars, for those who want to get noticed for it. Rich Piana, for example.
A Mercedes S-class is an incredibly nice car, but its still a Mercedes. Not that exotic. Rolls-Royce & Bentley are on a whole different level entirely.
A Maybach is much more luxurious than a Rolls Phantom...but the Maybach didn't sell well at all and is now discontinued. Why? It's too low key. It can be mistaken for a S-class. A Rolls-Royce Phantom is immediately recognizable, there's no mistaking it for a regular car--which is probably what someone paying $400,000+ for a car is looking for