What's sad is that at the end of the 2005 FF there was a salvagable franchise. Politely replace Story with an experienced director who had handled large set piece action before. Make no mention of any of Dooms arc from the first film and recap briefly his youth and show him sieze power in Latveria. Have Reed turn Ben normal for a minute and then have the procedure reverse and have him emerge in his more familiar comic look done in CGI. Write Reed as strong and confident from page 1 and don't worry about Alba looking so blonde and blue-eyed and just let her be her natural self.
Have them battle one of their rogues gallery near the beginning and then procede with the full Galactus saga---Surfer, Punisher, Watcher and Big G in the flesh. Have Doom observe the whole drama. After playing out the comic version of Galatus' first trilogy, end it with Doom setting his sights on the Surfer setting up the Doomsday saga.
Yes, you have to spend $50 mil more than they did for ROTSS, but if you nail it you have a viable franchise.
I knew in 2007 that the 2005 wasn't great, but I thought it could be redeemed.
They went cheap and killed it.
Then they went cheaper and desecrated it's grave.