Or why should two positive role models actually fight each other?
First thought: There are fangirls/-boys siding for the one and others siding for the other and at some moment they would challenge each other saying what if...What if your hero fights mine, who would win?
Second thought: There are no really good villains any more, villains who would be a match to the superpowers the hero is invested with. So let's resort to the heroes fighting each other.
To both thoughts Batman v Superman poses a cruel reply.
First of all it sets up a conflict that would make the one want to kill the other - it's not competition, it's wanting to destroy. It's a battle for life and death. Then at the centre of this is a villain, who is the great manipulator, something quite contemporary. In a weird twist Lex Luthor and his call for battle: "The greatest gladiator match in the history of the world: God versus man; day versus night; Son of Krypton versus Bat of Gotham!", echoes the fangirls/-boys themselves who had been yearning for it - cruel and unusual.
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