A buddy of mine who isn't that familiar with comics asked me why almost all the new Marvel games kept sticking Ultimate in the title. I told him about the Ultimate line of comics, but then mentioned that the video games weren't really using those characters, but some kind of merger of the originals with the Ultimates. "So why bother calling them Ultimate then?" he asked "Just call it Marvel."
Does anybody really think labelling their games as Ultimate this and Ultimate that really makes anyone want to pick up these games more? The only people who care about these kind of distinctions are the same people who would realise that these aren't the Ultimate versions anyway.