I have a GOTLE and an IMVE. Just played Star Wars Pro yesterday and it feels like GOT got down with IM and made a baby. Super fast and furious with what is looking to be great code for the analytical player. I love my Iron Man to death, but the rules are quite stale, linear and can be very boring. Game play, audio and the Iron Monger fun factor make up for it though.
IMO, Star Wars has the one thing that Iron Man lacks - that depth factor with the rules - even with the launch code. Some people complain that there's "nothing to do" in Star Wars, but quite frankly I see a lot: 12 normal modes, 4 mini wizard modes, hyperspace hurry ups, escape Boba Fett Mini mode, the FORCE target advancements (yet to be coded?), the jedi training, Tie Fighter advancement, changeable shot multipliers, 9? total multiballs, etc. etc. Iron Man has the Iron Man scoring, Drones that are only really useful for lighting War Machine Multiball, Whiplash multiball, Iron Monger, We got a bogie, lame-o super pops, and then arguably one wizard mode, Jericho (as Do or Die Multiball is even harder to get to than Valinor).
If you're really torn between the two, I'd pick based on theme because that's what is going to draw you in and make you really excited about it.