
Indeed, the shared nature of the universe was one of Marvel's major innovations.I have to disagree that this is the case. While there are classic pairings of villains to hero groups, Marvel has by no means been siloed. Pick a major villain - he or she has probably fought every major hero group in the Marvel universe.
Heck, note that Mr. Fantastic, Invisible Woman, and Thing have all been Avengers. Luke Cage, Crystal, and She-Hulk have been on both teams.
Of course, classic superheroes weren't very proactive. Enemies usually came to them. There's a distinct reason why Dr. Doom fights the FF and Ultron fights the Avengers and Magneto fights the X-Men.
As for Spidey--the very central concept of the character is that he's not a joiner or A-lister. He's an underdog and an odd-man-out. People used to get that. Of course, this has been pooped on in recent years, with him being pimped out to two teams of Avengers at once as well as the new FF. And even that doesn't hold a candle to Wolverine being in his own books, two Avengers teams, and a half-dozen X-teams all at the same time.
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