Incentive switcharoo: Newarama and ICv2.com summarize the big to-do that led Marvel to change the ratios on its incentive program for The Ultimates 2 #1. Here's Marvel Publisher Dan Buckley, who, in a refreshing move, doesn't try to spin events:

"It was obvious to us right from the start that we miscalculated the 50/50 variant. For the first time that I can remember, we heard from multiple retailers expressing their concern for how this type of incentive would hurt the sales of the books in their stores."