The key thing to understand is that Marvel is CHEAP thrifty and they would rather give opportunities to obviously talented but underused directors and actors than spend a fortune on someone that everyone knows is good.
Plus they have a pre-existing relationship with Joss on Runaways and Astonishing X-Men.
A lot of what Marvel is doing is convincing people to do their films for less (and signing them to multiple film deals) because being in a "cool" comic-book movie that makes a ton of dough will help their careers.
Originally posted by StingArmyDidn't they used to market it as MTV for an older generation? That was before they started doing specials about how much Paris Hilton spends on her dogs, and how much various celebrities spend on useless shit.