… by “them”, I mean Marvel, and by “cool”, I mean “super successful”.

The height of my Marvel fandom was back in the mid-nineties, when they filed for bankruptcy and they had to be saved by Toy Biz, the company that manufactured their action figures. 

Today, Toy Biz is defunct, and Marvel is such an institution that  famous movie stars fancy themselves as defiant underdogs railing against their juggernaut movie studio. 

It’s a cool time to be a True Believer.