Maybe Bob has gotten into Jersey Shore?
Good episode. I agree that for the most part, you can just jump on and read. If you can get in at the very start of an arc of an ongoing series it might help, but generally you can pick up the back issues cheap enough.
The point of advertising is a great one. Now that I think of it, all the success that Marvel have had with their movies, I've never seen them try advertise the comics. I know the movies are pretty much giant advertisements anyway, but regardless, it could have sold more books to simple push some advertising space on things like posters "check out more Iron man in his ongoing series!"
I'm looking forward to the "relaunch". Justice League 1 was very cool to read. Even if all this does turn into another Crisis I'm still glad it's happening.