Euhhh... okay so Loeb is writing truly awful crud in Rulk, which for some reason is a big seller.
Buuuut -- Millar is one of Joe Q's golden boys, and has taken the potions of 'Able to Ignore Continuity Completely' and 'I Can Do Whatever I Want'.
Buuuut -- is Loeb now considered a Golden Boy too? He has been given the keys to the Ultiverse for a while to make it suck and suck bad.
Buuuut -- Millar seems to pretty much get whatever he wants when he wants as far as Marvel is concerned.
Worst Case Scenario -- Rulk and MOD bond! "You're awesomely badass!" "No, YOU'RE awesomely badass!" "Hey, we're both awesomely badass! Let's go punk some has-been badasses with our power of writer's favor!"