Rather than story per se, with the exception of Macross 7 which I will despise the day I die, I've always like the atmosphere, world and culture of the Macross universe and there's usually some characters from each series in the franchise (with the exception of Macross 7 again) which I like a lot.
Gundam? Well... I don't want to go to offtopic with that but I pretty much have no attachment in that franchise. I liked Zeta the most by default (because of Char) then probably the Unicorn OVAs after that. Otherwise, don't really care.
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