I love Joe as the face of Marvel, even though the main Marvel-U books are what interest me the least. All the regular Marvel books I collect (Ultimate Spider-Man, Punisher Max, Runaways) are either on a different imprint or at the periphery of the MU. At the same time I love Joe's attitude, his interaction with fans and people online, and his dedication to our medium. For me it's just that every Marvel character I am fond of or used to collect is either no longer being published in a monthly (Silver Surfer, Warlock, Sleepwalker, etc) or has gone through too many reboots for me to keep track of (Iron Man)