I used to think that the GC controller was the best ever made, but then I put my hands on a black, wired Xbox360 controller for my PC and suddenly that became my controller of choice.
Sure the dpad isn't that great, but I find it actually better then the tiny GC dpad.
The GC controller is actually more comfortable to hold I like very much the idea of the different shaped buttons that feel great and are easy to tell apart, but the joystick cap is obviously inferior to the concave 360 analog thumbs, especially if you tend to sweat a lot while gaming, they can be very slippery.
I was a fan of the dual shock 2 prior to that, but I found the analogs sticks better placed and better shaped on the 360's.
DS4 ? It's a little weird, it looks more comfortable that DS3 and with better triggers, but that touch pad seems redundant and tackled on.
So, I'd say xbox 360 for me all the way, even better if I can find and apply a nice dpad mod !