Zavvi are really doing these marvel steels to death now, how many times do we really need the same release.
I get what you're saying, but how many re-releases do we need of anything?
From the early days of VHS, especially in the UK, we've seen the same old movies re-packaged time and time again. Do you remember a company called CIC Video? Every time they changed their video covers, you'd get their best-selling movies redone. Beverly Hills Cop with blue stripes on the spine, large picture on the spine, small picture on the spine, Paramount logo on the spine... Same for Airplane!, Psycho, Airport, 48HRS and so on and so forth. Don't even get me started on Star Wars home video releases.
The same could be said for DVD (Army of Darkness anyone? Halloween? Alexander?), Blu-ray is no different, and Marvel titles are a cash-cow for Disney and any retailer that gets an exclusive, be it Nova, FutureShop, Best Buy or indeed, Zavvi. If you or I ran any of these companies you'd want as much of that Marvel action you could get.
Many steelbook collectors feel they 'have to catch 'em all' so feel like they're being 'robbed' by getting the same old titles again and again. I can't say I like the look of any of these recent Marvel Zavvi announcements, and I'm not interested in owning more than 1 copy of any steelbook. I'd rather Disney got it right first time rather than giving us title-less spines in the UK (Thor: TDW, CA: TWS, GotG, Ant-Man (I don't mind the Avengers movies so much)) with great front artwork than do these matching, but otherwise poor cash-ins.
Thor looks to be the best of a bad bunch, and for those who don't currently own a Thor steelbook it's an okay alternative, but IM2, GotG and CA:TWS look especially poor.