pic -> avr?

Hi all,

I'm interested in hearing from people who use (or have used) both PIC
and AVR devices.

Particularly, 18Fxxx PICs versus ATMega32, since they have some
similarities such as 32k program memory and 40-pin DIP availability.

I've only been using PIC, and have got pretty comfortable with a range
of PIC devices - programming them, using them in hardware, and writing
software for them etc.

However, some people have been urging me to switch to AVR devices
instead, arguing that the AVR architecture and instruction set are way
superior.

Is AVR really worth the switch, given that I'll need to:
 - build a new programmer board
 - build test project boards
 - get used to new toolchains and instruction set?

What are the practical pros and cons of AVR versus PIC?

-- 
Cheers
David