The way I end up seeing it: I prefer Marvel's one shots, but I prefer DC's graphic novels.
In general, I find the Marvel characters more engaging, their interactions more compelling. However, DC consistently wows me with the more amazing long running story arcs.
For instance, the last time my jaw truly dropped at Marvel was Age of Apocalypse, and before that, X-Cutioner's Song.
Meanwhile, DC has amazed me with Rock of Ages, Kingdom Come, Reign of the Supermen, and many of the Superman/Batman Xovers (and Bats in general).
On the other hand, Civil War was so compelling b/c we wanted to see how the dysfunction of all these characters caused such widespread chaos. Very similar conceits kept me hooked on Exiles.
Honestly, the two universes are too iconic, and can't be excluded. That's why Amalgam was so awesome, while it lasted.
I think the more interesting debate is: lamest universe reboot ever.
I liked the aftermath of Civil War resulting from Tony Stark screwing up so bad. Then the Scrulls show up (as we knew they would), and reset the universe. Additionally, there's the Ultimate universe.
Batman War Games killed half the universe, and then we get Blackest Night/Brightest Day and New 52.
Don't really know which universe reset was handled worse, and why it always seems to go down that way.
Speaking of which, DC's classic reboot is Crisis, what was Marvel's? I imagine it was the whole Onslaught/Heroes Reborn debacle, but that seems too contemporary.