I think both jobs are fairly appealing from an ownership standpoint. Bradley and Fisher both had plenty of time to win. When judging by the rosters, both teams also have potential franchise QBs that need a lot of development (one needs more than the other). The Rams have more talent on defense and the Jags have more talent on offense. If I had to choose just based on the rosters, I'd pick the Jaguars because Bortles appears to be a better bet to turn into a good QB than Goff.
If we're comparing things that could change quickly in a few years, such as current rosters, then we should also compare divisions. The Jags play in an easier division than the Rams. A coach taking over for the Jags or Rams is much more likely to reach the playoffs in the AFC South than they are in the NFC West.
From a non-football perspective, I agree with the arguments about Jacksonville, particularly the taxes, cost of living (particularly house prices), and traffic. You could get a much bigger house in Jacksonville than in Los Angeles for the same price.
With all that said, I'd be worried about the future of the Jaguars in Jacksonville. They don't draw fans very well (losing obviously doesn't help) and they already give up one home game a year to play in London. I think if the NFL really wants to move to London (I hope not), the Jaguars are going to be the team to do it.