Marvel WI: Ultimate Universe Crisis-Style Reboot

There was talk of making Marvel's Ultimate Universe a Crisis On Infinite Earths-style publication that would replace their original continuity instead of, as happened in OTL, supplementing it.

Question is, what would have changed if they had gone ahead with that plan and wiped out the 616-continuity in favor of the new one?
 
There was talk of making Marvel's Ultimate Universe a Crisis On Infinite Earths-style publication that would replace their original continuity instead of, as happened in OTL, supplementing it.

Question is, what would have changed if they had gone ahead with that plan and wiped out the 616-continuity in favor of the new one?

Look at the DC with the new 52 and now with rebirth as an attempt to save things and you will have an idea. The Ultimate Universe was a sudden and incredible success due to a mix of bold reimagination and fresh start plus a blatant attempt to capture the feeling of the superhero movies at the time...but it was not fit for the long run and will have quickly alienated the rest of the fan.
The big problem was that except for Ultimate Spiderman (the only real good long term thing spawned by the Ultimate line) all the mood, attitude and feeling of the line derived by Mark Millar work and his...let's say tendency to wrote Jerkass with superpower (and with few if any positive traits) instead of superheros, to go for the easy shock instead of writing good stories; sure if you add the pencil of a true master like Hitch it will feel like a Micheal Bay movie and will sell like this, at least for the beginning but it will quickly become repetitive and stagnate like the Authority (remember when they were the hottest of the characters and the spearhead of the new wave...and now what are they?)
 
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