Lifetime Hulk fan here. I've been collecting his book since the early 80's. I don't think there's a single character I identify with more.
The new Immortal Hulk series started out great. The Hulk was powerful, he was triumphant. He was intelligent. It was a nice change of pace. Then, it was as if Ewing decided that it was time to just beat him down and never stop. Devil Hulk was effectively shoved to the side. We got "Big Guy" AKA the dumb hulk, a child who lashes out and just got stomped by everyone. Now Devil Hulk is supposedly dead and every book seems to be about the Hulk getting stomped by someone or the Leader's plans just further screwing him over. How did we go from a Hulk who hit Thor so hard he gave him a concussion to a Hulk who can't catch a break and gets defeated by everyone?
My problem with this is, it's historically how Marvel has treated him. In alternate universe stories like the Last Avengers Story (and many others), the Hulk is usually a Villain or just soundly defeated somehow. Even in mainstream continuity, he's rarely given his due. He gets to be awesome for like one or two books and then it's like even Charlie Brown can beat him up. Even the Maestro series, which I seriously looked forward to, has been disappointing in this respect. He got trashed by Hercules and never even really got to have a comeback fight against him. He was supposed to be the strongest he had ever been as Maestro and I don't feel like that was even demonstrated in the series (so far) at all.
I know he can't win all the time. I know there has to be a conflict and high stakes. But it just seems like Marvel likes to use his power level as a standard for other characters to defeat, to show how powerful they are in relation. He rarely gets to shine.
I looked at the solicitations for the next several issues of Immortal Hulk and it does not look like it's going to get any better. There's a fight with the U-Foes, which solicits them hunting a "weakened" Hulk. Oh boy. He has been "weakened" for about 12 issues now. When do we get a full power Hulk back doing what he does best? Who would have liked to see a full powered Devil Hulk fight the U-Foes? I would have. The last good fight he had with them was during the Professor Hulk run.