im sorry what made hulk , iron man, thor, hawkeye , or BW more popular in the 2000's? ill answer that nothing. With comic book fans , whom i already accounted for in my original post, the avengers came back in a big way in the 2000's with Busiek / perez and then with Avengers Disassembled onward into Civ War and Secrect Inv etc etc. In the COMIC BOOK world yes they were back. But nothing was bigger than spiderman / xmen in mass media....nothing. Ironman became big time to the non comicbook fan in 2007, cap and thor in 2011, hulk returned to his place he used to enjoy this year. Again most of us in this thread are comic book fans so our point of view is different. But its evident that from comics to commercials Spiderman/Xmen/wolverine have been the most bankable properties at marvel until now , nothing came close, and it wasnt for lack of trying. For the past 30 years its been Xmen/spiderman/wolverine, for the past 5 months its been avengers, because marvel made them so with execution, not because they FINALLY, FINALLY gave in and gave what EVERYONE EVERYWHERE comic book fan or not, were begging for because they were truly the heavy hitters and most loved characters at marvel. Nope.
The original statement was marvel wouldnt make a BP move because he wasnt well known, and I felt thats not the issue considering Blade, Cap, Thor, Ironman and the Avengers all were able to go from very small general population awareness (none in blades case) to the big kids on the block.