Yes first gen, the one without all the extra buttons. I have used all 3, first one without buttons, second gen with the menu button and the current 3rd gen.
When I bought my 02 745i, the iDrive was extremely intuitive and felt just like second nature, I learned all the functions within an hr without the help of the user manual just by feeling and touching it. My wife who can't operate the home theater without my help spent a couple hrs with the manual inside the car and mastered it. Seriously, spent a few moments with the owners manual and the iDrive is definitely not hard at all, all the trashing from Journalists initially was because those guys are too proud to open up the manual to familiar themselves with the car, I bet those guys can't even use a automatic climate control, they can only do rotary switches.
Audi's MMI is pretty close, the extra buttons for direct access is nice, but not a must. But a big minus for the new A8 is the knob has moved out of range for a normal driving position while the iDrive and the old MMI knob is exactly where one's hands fall naturally.
MB is quite a distant 3rd with it's Command system, the buttons are too far and small to operate safely.
Lexus' touch screen is worst, all those greasy fingerprints on the screen pretty much ruin the screen and makes it virtually unreadable with the reflections. Plus, Lexus locks out the touch screen during driving which makes it even more useless.
Porsche's new PCM is quite nice, because all the functions are STILL accessible like before with the rotary knob without ever touching the 'touch screen'.
WIth the iDrive, navigation alphabets input can be done safely while driving and with the screen so big and higher up, my eyes are still looking AT the road while checking the display for the correct letters, Audi's screen is a bit smaller and harder to read.