Better than both. Khan has a tendency of trading or throwing shots right back at you once he gets tagged and Freddie hasn't seemed to have been able to shake that off. Even Freddie said the other day that he likes to trade a bit too much, and that could be his downfall. From a Entertainment perspective, I would love to see Khan revert to his old style once he get's hit and just start punching (Similiar to the Khan/Gomez fight), but as a fan with a Brain, I'd also like him to Box Smart, just do everything behind the jab and if it means getting a boring win, then so be it. But I think it could definitely have higher ratings.
Definitely worse than both. As great of a match up Khan-Maidana is, neither guy is really known outside of hardcore fans. Cotto has a pretty decent name and following in the US, while Martinez-Williams had the replay of Pacquiao-Margarito as a lead in.