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Every time DC tries to do something these days, Marvel tries to one-up them. It's gotten especially bad lately, since the onset of Blackest Night. Marvel is a total attention whore & can't stand not being the prettiest girl at the dance, so instead they'll settle for being the one telling all the guys that the prom queen doesn't put out, but she'll suck their dicks in the parking lot.
I even heard they were going to try and promote it with a campaign of plastic brown Deadpool rings. Dicks.