For me the main point of Maven is that you keep things simple and standard. By not deviating from a standard Maven web project structure and avoiding dependencies or build phases that need special care, I have projects that are simple to develop, build and package.
I am trying very hard to just depend on good behaving Maven dependencies and to stick to simple solutions. No more special build phases for code generation, no more crazy stuff. If I need some special build phase then I am probably doing it wrong.
The result of that is also that my projects are super simple. By avoiding special build phases I can pretty much load up a project in any IDE and just hit Run.
To me that is the true power of Maven. For that reason I don't want to look back at Ant or any of the fancy super flexible Groovy/Scala/Ruby build tools.
So contrary what many people think, Maven forces you to keep things simple. And I think that is a good thing in any project :)