Yeah. For example, the Ultimate Universe concept of the Avengers is called The Ultimates.
BTB's ban hammer picture of Thor is actually Utlimate Thor.
Nick Fury as an African American is an ultimate universe concept that they decided to use in the Marvel movies, by casting Sam Jackson in the role.
I don't read many of the ultimate titles, but I keep up with general trends via a few fan boy websites.
Complication makes it easy to explain failure.