A point that continuously gets lost in the shuffle. Bloating the main "brand names" is never a great idea. It's most assuredly a corporate idea concerned with short-term gains than long-term staying power. Most readers, I would guess, would prefer the introduction and/or evolution of characters like Bucky Barnes (into the Winter Soldier) or Beta Ray Bill being worthy to wield Mjolnir.We need more War Machines, USAgents and Thunderstrikes than we ever need 3 Captain America's, 3 Spider-mans, 2 Thors, etc.