For me it's entirely about how it looks. Some body finishes and pickguard combos need one versus the other.
3TS always needs rosewood, or something dark like ebony or laurel. Black body without a matching headstock needs maple, with a matching headstock, it needs something dark. However, because it's often dark, roasted maple has the ability to throw all my otherwise aesthetic choices with respect to maple out the window, so it's really a case by case thing.
While I believe an individual piece of wood can have tonal characteristics that differ from another piece of wood, I'm not much into the idea of species of woods affecting tone in particular ways, it just doesn't stand up to my experience, so it's all about looks for me - assuming it sounds good.
I've had rosewood fretboards that sound bright and snappy, and maple boards that sound warm and slurry. Change the strings to a different type or swap out the pickups and it all gets reset.
Haven't had an opportunity to play an all-rosewood neck, but I'm definitely intrigued by the looks. I love the roasted maple neck and fretboard on my Charvel and the roasted maple neck and ebony board on my Stingray.