ASOIAF goes into much more depth and character development, and the imagery is close to if not equal to that of LOTR. There is no "good and evil," there are only shades of gray... it's much harder to determine who is "good." The dynamics of the story are such that the end is uncertain whereas in LOTR the end is clear from the very beginning - Frodo will carry the ring to Mordor and destroy it, thus defeating the forces of evil. Readers of ASOIAF still do not know how it ends, which adds to the anticipation in the reading experience.
now if only you had spelled "grey" correctly )= but yeah, I agree.