Hmm. It was obvious that Joe Mad was going to be a complete 180 from the style of Hitch, but this really showcases that even that estimate may have been moderate. The part I find amazing about this line-up is how much is mirrors 616. By that I mean, of course, inserting Spider-Man and Wolverine.
Granted, both have some sort of story reasons. Nick Fury has for dozens of USM issues vowed that once Spider-Man reaches legal age (18), he will be in the Ultimates whether he wants to or not, as he got his powers without the permission of the military. He's worked alongside them before and the Ultimates have bailed him out of jams. Then again, this is USM; EVERYONE has to bail him out because he is incapable, at least within the past 1-2 years, of beating his own antagonists. Wolverine, of course, has done missions for Nick Fury on occasion, without telling the rest of the X-Men.
But, c'mon, there is no way those two'd be on the Ultimates if not for NEW AVENGERS success. Millar & Hitch could have slapped Marvel's biggest two heroes onto The Ultimates from the start but purposefully chose the characters they did, who at the time were definartely C-List. The Avengers franchise was still being left for dead in favor of the X-Men when ULTIMATES #1 started.
No, what I find amazing about this artwork is that, if it does indeed depict some new character designs for costumes and weapons (note Thor's hammer), it signifies the shift that the Ultimate line is in. When the line started about 7 years ago, Marvel was just easing out of bankruptcy and Joe Q's reign was in it's rookie season. Ultimate injected Marvel with new blood in not only talent (Bendis & Millar were fresh faces at Marvel at the time), but new takes on old franchises, providing ore for Marvel projects in other mediums; subsequent cartoons and movies would use Ultimate heavilly. However, starting about 3-4 years ago, that talent and ideas from Ultimate made their way into 616 and energized things. Ultimate planted seeds, and Marvel 616 harvested, and what was left was a shell of it's former self. The Ultimate line is easily being neglected in favor of 616 and some titles just seem to be going through the motions, and most are down in sales for the past 2-3 years.
Years back, Marvel 616 wanted to be like Ultimate. Now Ultimate is becoming more like 616, because that is what is hottest now.
Still, some of these changes seem random and obligatory. Other artists besides Hitch got Thor's hammer right, why does Joe Mad seem incapable of going beyond the 60's design? Iron Man, Scarlet Witch, Magneto and Quicksilver just look like their 616 counterparts. Hawkeye's shift into a clone of Solid Snake just reveals that Joe Mad needs to stop obsessing over video games. And inserting Valkyre may be difficult. Some people, myself included, didn't just want a rehash of the Millar/Hitch stuff, but this almost looks like an entirely new series, one that may not have lasted had it started when Ultimates did.
Finally, you have the villains, who consist of the Brotherhood of Mutants plus Venom, seemingly thrown in because of Spider-Man and recognizability. The Ultimates have usually lacked for villains, but c'mon now. How about Ultron? Finally introduce a Red Skull? Or other villains? C'mon, man!
There's also Black Panther, who Hitch designed for ULTIMATES AVENGERS II.
Not sure what to make of this, especially as Jeph Loeb's work at Marvel since going exclusive has been relatively hit or miss (hit being FALLEN SON, misses including ONSLAUGHT REBORN and his WOLVERINE arc).