Bansko is brilliant, and although there is a huge Q at the gondola in the mornings, you don't have too long to wait. Anyone who's ever skied at any of the Scottish resorts will know what queuing is!
If the Q annoys you too much then get a 4x4 taxi up to the top gondola station.
Borovets really can't compete with the charm of Bansko Old Town, and if the plans to link it up with the proposed new runs at Dobrinishte come together then it will become a resort to be reckoned with (2nd gondola providing!)