It's more likely that the marketing types just thought the word sounded cool, ignoring trivial things like etymology and definitions. The 'Amazing', 'Essential' and 'Spectacular' prefixes all filled their roles as meaningless pieces of superlative, but surely naming its next franchise 'Ultimate Spider-Man' implies that this is the final and terminal retelling of the web-slinging hero's story. Marvel pulled out a bit of a doozy when fishing around in its magic hat full of market-friendly buzzwords, to stick in front of its latest Spider-Man series.
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