Go compare NXT's UI (http://nxt.org) to Counterpary's UI. NXT's is definitely winning on the UI front. Counterparty has feeds, betting and CFDs, which NXT doesn't do yet. NXT has a decentralised asset exchange with faster trading via 1 minute block times and doesn't waste any energy because it's proof-of-stake. Counterparty has 10 minute block times and relies on Bitcoin, which requires a couple nuclear power plants to run.
I would not say Counterparty is the most "technologically advanced" either, since it's simply embedding it's protocol inside Bitcoin, something that has disadvantages. Sure it means less code and less work, but it also means some tradeoffs.
There are advantages and disadvantages when comparing Counterparty with other decentralized exchanges. NXT is by far the most user friendly I have found.
Well. The NXT decentralized asset exchange only supports trading between NXT and assets, not assets and other assets. It also doesn't have automating distribution payments (dividends). Not to mention, there are various security issues with NXT, such as address collisions. These are very important factors to be considering, and are quite a bit more significant in the grand scheme of things than whether a block takes 1 or 10 minutes.
From a financial perspective, NXT is much worse. All existing NXT coins were distributed across only 71 different addresses, and remains very centralized today (from a financial perspective). Not only that, but reliably forging NXT blocks requires a lot of NXT, making the rich richer. This is made worse by making it possible to 'lease' forging power to other users, which makes mining pools more popular.
So in summary, NXTCoin is missing 95% of Counterparty features, makes the rich richer, is objectively less secure, and encourages mining pool centralization and forging multiple times simultaneously. Presumably that's why they decided to call it forging.