I think this is really designed to bring in more casual fans. It's attractive to a group of people who want to see how all of their favorite characters started, but maybe not read all of their old adventures. It's also a good entry point to people who DO want to read those stories and might be interested in the softcover Masterworks series. Unfortunately for Marvel, a bunch of the early ones have already gone OOP, so they may be a bit late with this one...