But that's just me, anyone else I meet (outside this forum) thinks all 300's are desperately uncool. But that just spurs me on

That's just being beligerent! But can see where you are coming from, so good on you.

Guess the theme is that we like the better specification models, but the base 340 sucks? Or is this just a colour preference thing?

Personally a base spec 340 in one of the bizarre Volvo non-colours, three door - horrid, but fair play for lasting this long. Any other variant, in any colour is fine by me. However, as I've just bought a 360GLT in Silver, then surely this is the best of the lot?

I tend to hate anything cool, usually something that is cool is also big loaf of crap that is just over hyped to fame.

So I rather not add 300 to that category, prefer it as it is, nobody (from big public, aka. sheeps) wants one, not even for free.