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I have all 3, and I have to say that the Amex gets the most use by far. It's accepted in almost all of the places that the other two are, and the benefits are just better. Obviously your statement that rates and benefits are equal across the board negates that in theory, but in practice I've found that Amex has much better benefits. I have a personal and a corporate card, and I'll be getting myself a new set of golf clubs this summer, which is nice since my wedge is currently at the bottom of the Pacific about 75 yards from the edge of the 10th green at Pebble Beach.
Back on topic, Visa and Mastercard are pretty much interchangable acceptance-wise. I don't think that I've ever seen a store that accepts one but not the other. Amex is less likely to be accepted by small retailers since they are charged a fee by Amex. If acceptance is the only thing that you're worried about, just pick one of the other ones. Other than that, I don't see any difference assuming rates and benefits are consistent across all three.
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