Concede to Boeing, the A330 is a challenge and the competitor for the smallest 787. The 767-300 faced the competition with the Airbus A330-200 and lost, now Boeing shots right, there no competitor for the smallest variation of 787, so the airlines it seems to expand in market share and wants bigger aircrat. Airbus is winning on the orders for the A350 on comparison to Boeing with 787s.
Personally...i think the 787 is better, more well designed, and better for the future, the furure is the 200-250 aircraft, the A380 will not have big sells, a small portion of routes requires a big aircraft. And with hard competiton, mergers in the markets, is more valuable an aircraft like the 787, that is the 767 of the future.
Werner from GRU