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Spidey Reboots ....Again

Columbia Pictures has picked up Marc Webb to direct the next Spider-Man film since Sam Raimi has left the franchise. The new film will be a "reboot", having Peter Parker back in high school.
http://www.animationmagazine.net/article/11074
How many times has Marvel re-invented Spider-Man now? Don't get me wrong, I have respect for the character - I think he's great, but this is getting a bit out of hand. I have a feeling that this new movie is going to adapt tales from the "Ultimate Spider-Man" comic series which updated the character 10 years ago and put Peter back to his hero origins while he was still in school.