I've grown tired of Thunderbolt Ross's antics, myself. After 50 years, you think the guy would develop into something more. I much more preferred his Hulkless counterpart. I was hoping he being the Red Hulk would have been interesting, but they went the no-brainer route of having him use his Loebness and the mustache to antagonize the reader, of course.
I'm not saying he should start worshiping vagina, just...enough, all ready. We get it. You want to butt-*&%^ Steve Rogers. Could be worse, though. They could have Red-Hulked him.