Really, both companys villains are lame, DC and Marvel. Both sets of villains don't defeat the heroes and are on an endless cycle of conflict for no apparent reason. But, I suppose that's the intrinsic quality of villains as the sounding board for the hero. "I'm a hero because this guys a loser"
For this to change, there would have to be some Norman Osborn going on, on a regular basis. Magneto would have to wrestle control of the Mutants away from Scott Summers, Doom would have to exile the FF to the 5th dimension, and Namor would have to defeat all Navy's and control the seas. These scenarios would make interesting stories, because we would learn a whole lot about the villains and how they would approach the problems of leadership, as distinct from Stark, Richards, and Summers.