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'Most marketable' and 'best' are two wildly different things.
As for the Hulk, he's like Bluto from Animal House; the most fun character in the movie, but if you put him in every scene, people will get tired of his antics. There's only so much you can say about a big green caveman besides the opening story - that's why his first run only lasted six issues, that's why no one's played him twice in a row, that's why in the comics he goes through more outlandish and bizarre radical character and premise changes than anyone, and that's why they're not planning to give him his own movie any time soon.
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