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Custom is always better it's great to have a distinct force all to your own.

Custom, let's you play the army as you want and doesn't limit you to specific faction rules. I'd have a tough time using my Ultramarines with the White scars chapter rules but that could just be me. Having my own chapter lets me play with all the rules I want and let's me change things up.

Well if I ever want to rebuild my chaos army I will be going custom, since canon means green paint and MoN

Custom for sure. 506th Mircovan "Emperor's Own" Rifles with support from 1039th "Mailed Fist" Armoured for Guard. Void Kings Astartes Chapter (IF successors) and workin on The Penetrators Warband for CSM.

For all the reasons others have posted, mainly boiling down to one: freedom. Freedom to paint, adapt rules, adapt fluff etc. IMO 40k's biggest strength lies in its customization.

Custom, myself. I even invented some background for my army that would never see the light of day in canonical WH40k.

Unfortunately, the color scheme that would be most suitable for my Sisters of Battle is also the color scheme for a Major Order. Black and red with green eyes would be the most suitable colors, and apart from the green eyes, that's the color scheme for the Order of Our Martyred Lady. So instead I went with white armor and pink robes that I'll probably repaint red at some point.

And the reason my models aren't painted for the most part isn't because I think that grey/silver/primed models are best, it's just because I really don't like painting. Could be because of my painting area being uncomfortable to sit at, hopefully when I replace my computer desk and chair I can arrange to get an extra-long desk so I can have my computer stuff at one end and painting stuff at the other. Unfortunately, my dad suggested that I hold off on replacing my furniture, because we're going to be moving to a new house at some point and we're not sure how much space we'll have. And since I rely on him to go out shopping for furniture because I can't drive...