I don't think either company should get a free pass for the explicit violence. The Sentry ripping people in half really bothers me. I'd be horrified if my kid came across that book. And the violence in Wolverine and things like that? It's been a series of writers trying to do the next big thing for years.
As for DC, they seem to have gone off the deep end with this shit, all starting with Infinite Crisis. But "Cry for Justice" was so beyond the pale that it has made people very uneasy. Roy getting his arm ripped off? Disgusting, as are all the scenes of his flesh-eating virus-infected stump, come to think of it. But if you read his nightmare sequence from "Justice League: The Rise of Arsenal" it's ten times worse. This sick fuck actually plotted and published the last moments of Lian's life. That actually made me fucking ill.
My daughter enjoys superhero stories. I feel awkward when I explain to her that most of the superhero stuff Daddy likes, she can't see. I buy superhero movies and she can't watch them. She likes the Justice League characters, but I can't even tell her about, like, the last five years or so of their lives? I don't want these companies to censor themselves, by any means. I just want them to realize that there's a difference between an honest, realistic story that has violence and a story that's built around gratuitous violence.