That relaunch button will be worn out at Marvel Comics if they keep this up.
This time the House of M is looking to the past to usher its line towards a more lucrative future with the Marvel Legacy launch, an initiative that promises to shift the spotlight back towards its classic heroes.
Marvel is billing the event as a major continuity buster - aren't they all - but the fan reaction has been mixed at best, and why shouldn't the true believers be skeptical?
Between its long-running distribution problems, pricing issues and its cancellation-happy execs, Marvel Comics has a lot of fences to mend with this initiative, and one has to wonder whether this is the fresh start it needs.
The relaunch will kick off with the Marvel Legacy #1 one-shot in the autumn, after which 53 of the publisher's series will revert to their classic cumulative numbering system and sport old-school cover designs that pay homage to its vintage output.
Phrases like 'back to basics' are being bandied about, but hang on, didn't DC do something just like this a year ago? It certainly did, but Rebirth comparisons could be the least of Marvel's worries when this soft relaunch is initiated.