Which company is best for shipping heavy items such as rugs, UPS or FEDEX?

Which company is best for shipping heavy items such as rugs, UPS or FEDEX?
Rugs can't be put in a box and must be shipped rolled up. Which shipper is the best, UPS, FedEx, DHL, etc?

http://stores.ebay.com/Area-Rugs-and-Oriental-Carpets />Please explain why you would choose one over the other. Thanks!