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Just a quick question, as the atmosphere is quite different, the setting too.
I would say the quality is more diverse in the 40k ones, but we don't have to deal with the primarchs and God-Emperor's mistakes, so maybe it's easier to believe.
I couldn't say I prefer one or the other myself.

If it's marines I prefer 30k because they have actual character and allegiances that aren't either fanatics dedicated to a jackass corpse god or fanatics dedicated to horrifying warp gods.

Renegade Marines are best Marines.

I prefer good Eldar books to both of those but that's a rarity.

I haven't read any 30k, but I can tell you that as a sisters/ GSC player, the 30k Universe is missing some of the things I love about 40k.

Emperor's Children might interest me- I do also play Slaanesh.

I prefer specific authors. Aaron Dembski-Bowden, Dan Abnett, Chris Wraight, Josh Reynolds, and Anthony Reynolds.

30k has a good quality to them. They also tend to delve into more philosophical debates than 40k.

That being said The Beast Arises is so far my favorite series in 40k and includes some of the best representation of 40k armies. Imperial Guard, Imperial Navy, Arbites, Imperial Fists, Assassins, Ad Mech, etc...

In fact 40k books do tend to devolve into "Here is the New Toy" ads that plague a lot of the 40k writing. For instance Skitarius's opening chapter is about how cool Infiltrators are. Then when they planet fall onto a daemonic forgeworld you get quick blurbs about Ironstriders and Ruststalkers with no characterization.

It’s also more about the authors for me as well. Anything by AD-B, Dan Abnett or Guy Haley is an auto read for me. I’ll also consider almost anything by Josh Reynolds, Anthony Reynolds, John French or Sandy Mitchell. Anything else is down to the subject matter.

If I was forced to pick, my favourite books come from the 40k universe.