i agree there supes wouldnt realize fisk is a villain he always makes sure hes got a good record. everyone knows who luthor is on the other hand. but since fisk is a big businessman im sure somwhere along the line bats would do some heavy research on fisk and fine one little bug about him.
Luthor wouldn't actually last relatively long in Marvel, not because he wouldn't do much better than Fisk (conceptually he is a whole level above Fisk), but because certain other villains, such as Dr. Doom, wouldn't care for a rival with much greater potential than Kingpin, and if they couldn't find away to manipulate/use Lex, they'd have him eliminated.
Kingpin in DC would learn very quickly to lay very, very, very low so as to avoid the likes of Batman (Superman wouldn't actually be a factor in his life, until he tries to do something major, like take over STAR labs, or some-such; then he might attract attention he really isn't designed to deal with). Characters like Batman would be his more likely threat-level, as Bats takes a more pro-active approach to dealing with certain criminals/organizations that SpiderMan ever did or would be capable of.
(My answers pre-suppose a "sudden reality shift", placing one in the other's universe, and then having to adapt; if their histories are simply re-written to have always been in alternate publications, then Luthor becomes something closer to Dr. Doom, or the High Evolutionary, conceptually, while Kingpin becomes a Batman adversary, but one Bats has a wary "live-and-let-live" stance... at least, most of the time...)
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If that were true Doom would have killed tons of super-geniuses in Marvel but he doesn't. Luthor I believe would fair much better than Kingpin. Luthor is far more resourceful. He's tons smarter. He wouldn't need to hire supergeniuses cause he'd be the smartest one in the room. Kingpin could fair well but in the end he'd nowhere near achieve the status that Luthor has as he's not smart enough and he'd need resources and a reputation that he wouldn't have in DC. It'd be much easier for Luthor to establish himself as a supercriminal. He'd just invent a supergadget in about half an hour, sell it to someone, and bam!!! he has a ton of money with which to build his resources the guy has been president of the USA for cripes sake. He'd be able to work the really corrupt current MU govt.
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It wouldn't matter cause Luthor is DOOMed. Doom would deal with him, since hes got the bigger brains and tech. As for Kingpin, he in hes prime had control of a few countries if im not mistaken. That Kingpin would defeat Superman.
Luthor is widely acknowledged as one of DC Earth's smartest people alive. Osborn is hardly acknowledged as one of the smartest people Marvel Earth has to offer. Reed, Doom, Pym, Stark, and McCoy are all people I'd put above Stormin' Norman.