That said, I think the sales jump will be temporary. Not only will Ultimate have to contend with DCU rebooting many books. They'll have to contend with the end of Fear Itself, which has been another heavily marketed event and usually when those events reach the end there's a sales boost. In addition, Uncanny X-men will be ending as well and it will get relaunched in October. And unlike Ultimate, these books will have a full cast of characters and not a bunch of replacements. Once the novelty wears off with Ultimate, it will go the same way the last relaunch went. It took only two years before another relaunch was done. There's only so many times that gimmick can be utilized before it loses it's effect.