I used to buy comic books for 12 cents! Who would have thought that Marvel Comics, publishers of Spiderman and other angst-ridden super-heroes, would now be worth $4,000,000,000. Of course what makes it so valuable are Marvel’s characters and concepts, which have been turned into lucrative movie and merchandising franchises. Still, I’m getting cognitive brand dissonance. Is Disney going to put white gloves and big eyelashes on the Incredible Hulk?
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