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I'll take the cowardly heel any day.
The superman babyface certainly has his place, and arguably without them (Hogan), wrestling wouldn't be where it is today. They certainly work wonders and draw very well if booked correctly, and there is a huge place in the business for them.
That being said, storyline flexibility with a superman babyface is almost nil. To maintain the character they HAVE to win 95% of the time, and you have to pick and choose who goes over them so as to keep the superman mystique going while selectively elevating the right heels.
With cowardly heels however, you have a lot of flexibility. You can have them smarm their way to a championship (and eventually get their concupiscence later on). You can book them with a bodyguard to get heat. You can have a cowardly heel play a comedy character. Hell, you can even throw a cowardly heel into an authority role and have him put up roadblock after roadblock in front of the face they're feuding with.
The ability for that archetype to be booked so many different ways makes, for me, the cowardly heel much more preferable.
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