Rhino can do parametric design and parametric architecture easily, while Sketchup is not really able to create "crazy" designs (unless you have installed a couple of plugins). If you are into product design or challenging, contemporary architecture Rhino should be your choice, if you are an architect and you like to keep it simple, choose a good BIM-software (Archicad or Revit) and if you want a simple modelling software go with Sketchup. Sketchup is also for free, while BIM-Software or Modelling-Softwares aren't.
In my opinion it's a matter of profession and not really of taste.
