On this, I agree - "Who knows?"
On this board, quite a few attribute the success of USM to the marraige/family aspect of the book.
Which could be true - I don't know.
What I do know is not everyone is checking USM for that aspect. I have no issue with that aspect, but it's not the reason I decided to try the book out and I doubt I'm the only one. I was a fan of the previous Ultimate line and wanted to see how this new line starts out.
And if you're enjoying one book in the line, you may very well check out other books in the same line. I did that too the first time around!
Not this time though - gotta draw the line when books are $4.99 (or $5.99 or $9.99, etc)!