.....I think eternal mangekyou is superior to rinnegan.
This explains why Madara > Pain > Itachi

Itachi didn't kill the clan for power....he killed the clan because the clan had grown soft from the days prior to Konoha. They had lost the dominance they once had under Madara's control, and have even gone so far as to break the MS lineage by giving up on their heritage in favor of a more pacified lifestyle. Itachi and Madara are both thinking on the same wavelength, except that Itachi expects to go even farther than Madara.