This isn't the first time in recent blockbuster history where we've had a situation like this either. Obviously it's like (read: identical) to Khan in Star Trek Into Darkness, where John Harrison is revealed to be a cover for a name of a baddun from an alternate timeline, but it's also similar to several other lacklustre twists from recent years that have been "twists" only by their legacy. Most recently was Terminator Genisys, which had John Connor turned into the movie's killer robot antagonist, a development that, aside from not making much sense in the mythology, doesn't have an impact because he's a character that none of the people we care for (or rather, are meant to care for) really have much of a connection with. The "This Is Someone You Know But Now They're The Bad Guy Or Otherwise A Bit Different" mid-point twist is played out for sure, but the reason isn't because it's been overdone - it's because it was never really interesting in the first place. These reveals all have limited purpose. John Connor being a machine only matters because we know he's usually a good guy. That Kirk's going up against Khan instead of one of the other 72 supersoldiers only matters because we know he's done it before. And Oberhauser being Blofeld only matters because we know he's a legacy villain. Say what you want butchering a comic icon, but The Mandarin twist in Iron Man 3 was shocking because it was changing something intrinsic to the movie as well as fan expectations. And that's what makes the Blofeld one so utterly deflating - even more so than the other cases the film never really does much with him.
