Better than either Hulk movie or The Avengers

It comes down to story: Planet Hulk is a more compelling story than the Hulk movies and The Avengers movie. I've never read the comic, but apparently it's widely regarded as one of the best Hulk stories.

Why don't Marvel and DC adapt the best comic book stories of their superheroes rather than retelling origins or some plot cobbled together on the fly by multiple writers? X2 is kind of like God Loves Man Kills and there are other examples of movies inspired by story arcs, but they need to do more that.