Quibbles: 1) EC Comics was published by Bill Gaines, not Max Gaines. Max was his dad, who published All American Comics. 2) Bill Gaines got even by pouring all of his resources into Mad Magazine. Most of his good artists and writers went with him. 3) All the confusion didn't stop Filmation from doing a 3-season run of Shazam! in the '70s, long before Moore and Gaiman got involved. Those rights were then and are now held by CBS/Viacom. Comics fans love to get all spun up about MarvelMan but in the end, a giant American multimedia conglomerate has held locked-down title to Captain Marvel for half a century. Considering how a little title confusion cost Warner Brothers 8% gross participation in Watchmen, all this song'n'dance with Gaiman is nice'n'all but the minute there's real money on the table, Viacom is gonna say "that's ours, thanks, appreciate your marketing now fuck off."