Yep, and they probably noticed the divisive nature of this film and realize that they need to step it up so this series doesn't die, enter the arch nemesis, Green Goblin
About the ultimate goblin, I totally agree. I find that some people don't get what makes the original Green Goblin so brilliant. I mean, it's really creepy that he has that other persona mentally, and he let's it out when he puts on the mask and becomes almost a totally different person. It's really creepy, and makes for a way more interesting villain than a plain physical transformation
here's what I'd like to happen: the mask (made out of silicone and prosthetics) would be so convincing that Peter wouldn't even think it could be anything else than a physical transformation especially after a villain like the Lizard, but then it's revealed in the end to Peter and the audience that it's just a mask (many are expecting the classic design but it still being a physical transformation, so if it was first nodded to being a physical transformation everyone would buy it)