You keep using that word. I do not think it means, what you think it means. or "Ultimate" Marvel? Really??

Not that this is a new thought to ANYONE, by any stretch of the imagination, but it seems to me that MARVEL really doesn't know what the word "ULTIMATE" really means.It's like the scenes from The Princess Bride (sorry, I never read the book - I only have the movie to reference here) where Vizzini keeps using the word; "Inconceivable", and Inigo Montoya finally replies; "You keep using that word.