The NOW pills are probably higher-quallity but they have a measly 240 mg DHA. If you assume that between 1-2 g/day (a massive, massive pharmacological dose, used in clinical trials) is where you begin to see results, that means you'll need to take anywhere from 4-8 pills a DAY to see any effect. In contrast, you can get about 1000 mg in three ounces of wild salmon.
I for one would rather eat fish. Plenty of benefits to it besides fish oil...calcium, selenium, lean protein, etc.