The creative team behind Marvel Comics' The Amazing Spider-Man must be on to something good lately.

How do they know? Because they hear more complaints about all the past Spidey story lines than the newer ones.

"He's such an everyman, he's so universal, and because of that, readers, wherever they jumped into Spider-Man, that's what they internalize," says Stephen Wacker, Marvel's Spider-Man group editor. "A few years after that, somebody else comes along and it's different for everybody, but there is something that ruined the entire book."