What The--?! works that spoof some of their all-time greatest successes. For example, in issue #2, Byrne creates a tale pitting his work on the Fantastic Four franchise against his work with Superman. The issue goes so far as to have the Lex Luthor character complain about the changes Byrne made to the Superman legend after DC Comics' "Crisis on Infinite Earths". Though it carried the Marvel Comics label on the front left corner, "What The--?!" touted itself as being published by "Marble Comics". "What The--?!" parodied Marvel institutions such as the legendary Marvel Comics fan mail page, with staged articles called
Captain Marvel (DC Comics) abilities. Based on book sales, the character was the most popular superhero of the 1940s, outselling even Superman. Fawcett expanded the franchise to include other "Marvels", primarily Marvel Family associates Mary Marvel and Captain Marvel Jr., who can harness Billy's powers as well. Captain Marvel was also the first comic book superhero to be adapted into film, in a 1941 Republic Pictures serial titled "Adventures of Captain Marvel". Fawcett ceased publishing Captain Marvel-related comics in 1953, partly because of a copyright infringement suit from DC Comics, alleging that Captain Marvel was a copy of Superman. In 1972, DC licensed the