Working as a Marine Mechanic I tend to have a bias towards Yamaha, although I have worked at a Yamaha dealer and haven't had much to do with ETECs.
We used Yamahas on all of our workboats, from 2-stroke to 4-strokes, and each stood up to all the torture we put it through. From towing boats, to WOT from cold and even the odd ding on the bottom. At one stage it was replaced with a 4-stroke Mercury which wasn't as reliable as the previous Yamaha outboards.
I smell a little bit of sales pitch in this video: https://www.youtube....h?v=tZvIw83uZgY although I am happy to be proven wrong. I'd really like to know what propellor size and pitch was installed on each motor, just to confirm it was a fair comparison.
I don't think you can go terribly wrong with either brand, and provided it's fuel injected you'll be fine - just keep up with the maintenance and pick what you like the best.