As with all commercial arts, superhero comic books have always been reflective of the zeitgeist. During the Great Depression of the 30's, Superman arose to protect and inspire the disadvantaged lower classes. During the 70's, the Punisher combatted the country's growing fear of urban crime. These men were heroes for their respective generations. This leads to a dilemma when dealing with older characters; how can Superman be relevant in the world of the Punisher? There's a risk that these cherished properties could lose the public's interest if they don't adapt to a changing culture. The common solution is to make old heroes "hip". In theory, if a creator simply looks to modern culture, he or she can easily find elements to make a hero relevant. In actuality, the new coats of paint given to old standbys are often more garish than gorgeous. While fans desire cultural relevancy, classic characters are so sacred that attempts at 'coolness' are often more offensive than just leaving them be. Unfortunately, the big two comic publishers Marvel and DC don't seem to get that idea, which leads them to attempt rebranding their trademark characters with new outfits, powers, and personalities with little success.