I dunno man. Ultimate Avengers may have set out to be a relaunch, but it still feels like Loeb's Ultimate universe, not Millar's. In the Ultimates, everything had gravity, and Loeb swept all that away in favour of silliness. Add to that the fact that Ultimate Spider-Man got a terrible new artist (and yet another stupid price hike) and I found I just didn't give a shit about the Ultimate universe anymore. It used to be that was where you'd find edgy new stuff in comics, but now it's just a haven for pointless 90s-style throwbacks.
RE: Ultimate Avengers
So far I've felt Millar's made the best possible use of the shitty situation Marvel and Jeph Loeb put the characters in. While I am not chomping at the bit the same way I was when Ultimates and Ultimates 2 were being released, I have not been disappointed at all by this new take. And 'silliness' is a pretty innacurate term to describe what's happening in Ultimate Avengers right now. I'd say that the book captures the intrigue of the previous Millar runs, but I just don't think it's clicking with you anymore because Ultmatum has completely devalued the Ultimate brand for you. Can't fault you for not liking it, but I will argue that it's a good title with my dying breath because it is.
RE: Ultimate Spider-Man's new artist
I like him. Reminds me of Humberto Ramos, only on time. And it fits with the current thrust of the book's storytelling so I am cool with it.
RE: 90s throwback storytelling
As I largely walked away from superhero comics in the early 90s for a long time, I don't have the cynical view of that time period that you have. I walked away from superhero books in the 90s because the storytelling was becoming what it was, but I got out before I became thoroughly disgusted. All I know is that if the current slate of Ultimate books is 90s throwback, I don't remember Marvel books of the 90s being as enjoyable as these three new titles are.
My comic book store owning friend made an interesting observation. He pointed out that a lot of those new universes (including the original New Universe in the 80s) got a bit stale after a while, and the creators in charge of 'em didn't seem to have any ideas. So they just blow everything up and try and start it again (like when Star Brand accidentally blew up... Denver, was it?), but that's just a sensational move that rubs out any and all character development, so you wind up not caring about the universe at all anymore. Sometime later the whole thing gets shitcanned.
I'll agree with this sentiment in that these sweeping changes do end up being a death knell for the line. Once you've changed everything so drastically that audiences have to refamiliarize themselves with a new world all over again, you're basically telling people not to care anymore.
I don't even think I have a problem with the concept of Ultimatum as much as I have a problem with many of the key events of the whole damned thing. And Loeb's writing was very compact and convenient. I just don't think he's very good at these world changing events with Marvel characters at all. Long Halloween and Dark Victory are great, but they probably should have given Ultimatum to someone that can handle writing this kind of stuff.
Need I elaborate on how much he fucked up with his interpretation of Ultimate Thor? No? Moving on, if for no other reason than to avoid further griping.
To me it's clear that there isn't a lot of tread left on the Ultimate universe's tires. Even the writers that made it great are just clinging to a thread. I'd be surprised if it lasted another couple of years — four or five at the absolute most. It's true that it was getting a bit stagnant, but destroying New York and killing everybody was about the worst thing they could have done to make it interesting again. For me, at least, it had the opposite effect — I dropped every Ultimate title I was getting (though I think by that point I was down to just Spider-Man anyway). Either way I think it's pretty shitty now, and really has no reason to exist. You used to be able to tell stories there that you couldn't in the regular Marvel universe, but Loeb took that to mean 'kill everybody' instead of 'be innovative.' Now the whole thing's fucked.
Well, remember (and I think you know this) that Loeb didn't just go and proclaim he was going to kill everyone in the Ultimate Marvel Universe. Marvel had a plan and he was the trigger man, is all. Even if Loeb pitched it, he had to go through a system of checks and balances to get his requests approved, and that was probably not a simple or easy process. I don't think Ultimatum was haphazardly conceived at all. Just haphazardly executed.
I'll still carry a torch for the Ultimate Marvel Universe for now. I'm still thoroughly impressed with Millar's handle on the Ultimate Avengers and Ultimate Spidey is the only Bendis book I actually like: as excited as I am for The Seige, knowing Bendis is writing it probably means it will start out really great and tank out at the end with some bullshit contrivance just like everything else he's ever written. Ultimate Armor Wars is well written so I am enjoying it on that level but I don't really know where it's going, or why this particular story even needs to be told. It doesn't feel like something Ellis wants to write, it's more something Marvel asked him to write. But so far, so good.