Urban Fantasy tends to be viewed as more of the slide towards Dresden Files, Buffy the Vampire Slayer, the pulpy modern day with magic. Also, a big setting for the supernatural romance area of literary creations.
White Wolf tries to view itself as more the gothic horror branch rather than pure urban fantasy.
Edit: Although when you look at it, pretty much every one of White Wolf's World of Darkness setting was an angsty metaphor for teenager.
(Note, not to say that can't be fun. - Except Wraith, that was monumentally depressing)