Kind of amazing to think Marvel was virtually worthless 10 years ago.
I wouldn't say that. Their characters are staples of American culture. Spiderman, Xmen, Iron Man, Dare Devil, Punisher, and so forth.
Their current portfolio has worked well for girls, but they bought Marvel because they needed to target the boy demographic.
"What is the most resilient parasite? Bacteria? A virus? An intestinal worm? An idea. Resilient... highly contagious. Once an idea has taken hold of the brain it is almost impossible to eradicate."