And let's get the REBORN argument out of the way before it starts. Both REBORN and INCREDIBLE HERC have internet promotions and solicitations. Reading those is a fan's choice and if one is spoiled, that is optional. However, REBORN fell behind schedule and Marvel began printing comics that took place AFTER, even Brubaker's EPILOGUE to that series, before the climax even aired! That is what helped make that "event" almost become moot before it was sold. While Hercules' demise was telegraphed for a while, it is all in service to the long tale that Pak & Van Lente want to weave over some 8-9 arcs. As the recap page shows, it has been 30 issues of material up to this point (not including the PLANET HULK issues of INCREDIBLE HULK). And there is still more to come in this modern myth.
Still, Pak and Van Lente almost pull off the fake out, with Thanotos there to claim the spirits of Zeus and Hera, reunited in death. Amadeus Cho begrudgingly is told to "live" by Hercules if he wants to become a real hero, and what better advice than that to a guy who has done more than "live" for all these years (drinking and sleeping with nearly everything in range, in between battles). So while Cho helps the Mighty Avengers survive their battle with Hera's flunkies in the lobby of the Olympus Group building, Hercules faces his destiny against Typhon, who seems set to use Continuum to destroy the world. Rodney Buchemi has become the best artist on the series, displacing even Clayton Henry in my eyes at this point, depicting the battle in quite exciting detail. Some of the pacing could have been a little better, but overall it was still effective and dramatic. The theme, also, seems to suggest that even to gods, the idea of "destiny" may be a lie, and that events only happen as foretold with strict manipulation. For a god known for brute strength, Hercules defeats Typhon in the end by outwitting him with the River Lethe water (which was also rather telegraphed, but still executed well). Yet Athena arrives and feels that it is time that Hercules should die, and sets it in motion herself.
Athena has certainly come off as complicated over this run. There are times when she comes off as determined or sympathetic, and others when she still seems like the sort of god who uses mortals as pawns and playthings to her schemes, which us mortals tend not to like. She takes credit for Hercules' creation, as well as destruction. The act does genuinely sadden her to no end, but she still performs it, because she feels Cho either can't or won't step up like she needs him to with Hercules around. To be fair, Cho is not quite the same arrogant pup who cared about little as he was when World War Hulk got started. And, unlike Hera, at least Athena seems to genuinely love Hercules. It does make her actions rather unfathomable to some readers' eyes, though.
The long term threat is Mikabosi, the Japanese god of evil, at this rate. While rarely mentioned, he has been destroying other pantheons across reality, even killing the Shi'ar gods lately. Athena feels that it will be Cho's time to become her "prince of power", the Olympic sponsored mortal champion, that his "hyper-mind" will win out over brute strength. The irony of course is that Athena, like the other gods, has underestimated or discounted the notion of love, perhaps because their own relationships are so twisted with inbreeding and scandal. Cho and Hercules are strong as a team because in the end they do love each other like family. At any rate, if this was a death done out of shock value, I'd be the first screaming to the heavens about it. But it was clearly done as the end of a chapter to a longer story, and will not be a wasted gesture. The mourning of Hercules will inspire a two issue mini series, before Pak and Van Lente, as well as their editors, throw sales evidence to the wind to give Cho his own "PRINCE OF POWER" series (although Marvel has hedged their bets, placing HEROIC AGE on the title to encourage retailers). Historically Cho has been unable to sell well alone; his solo Herc issues sold worse than Herc's did. But, regardless of the sales, it does seem that this story is being allowed to play out as intended, which shows some creative cajones from all involved. Maybe all of those shameless Deadpool or Wolverine stories are tithes to allow this opus to come to a conclusion on its own terms.
While comic book characters cheating death is hardly uncommon (even used for laughs during a trek to the Underworld in past issues), for gods especially it seems so. Thor actually remained dead for three years, but I doubt Hercules will share that fate. In fact I would be surprised if Pak & Van Lente didn't bring Herc back on their own terms at some point in the future. My guesses would be that either Cho realizes that Athena tricked him and sets off on his own course to resurrect Hercules, or that Athena "killed" Hercules to prevent him from being slain by Mikabosi, which may have "protected" him from a death that could not be undone. Perhaps a dash of both theories? At any rate, while it is easy to feel sorry for Hebe especially, I was wondering how poor Namora would take it.
This leads nicely into the AGENTS OF ATLAS strip by Parker and Hardman, the last of the series (it seems). It was better than the full issue of material this week as Venus and Aphrodite have a duel of the siren songs. Now, see, this is actually interesting. The siren taking on the goddess she was themed after. The result was that Venus actually was motivated by genuine caring for her allies, while Aphrodite had degenerated into petty bitterness. The idea of Aphrodite proclaiming Venus as the new "goddess of love" was a little much, but I am curious how Parker will handle things when the next ATLAS series starts. I certainly do hope that Namora's side of Hercules mourning is touched on for the funeral issues; I did wonder how much of her proclamations about him last issue were due to Aphrodite, or something within her. They had a good thing going, after all.