"The reason Norman Osborn doesn't 100 percent work as a villain in the wider Marvel Universe is that a key and yet frequently under-appreciated aspect of the seminal Spider-Man comics revolves around the fact that Peter Parker frequently encounters adults. The vast majority of these adults are disappointments. Some are outright dicks. The Green Goblin is the ultimate dickish, disappointing adult, and thus Spider-Man's arch-villain (or shares that honor with JJJ, if you're inclined to read the comics that way). Here's the thing: Norman Osborn popping into his Green Goblin costume is the key to his particular brand of dickishness. It's like somebody's dad showing up at the end of the beach movie to drag race against the new kid in town, or popping up in a football huddle so that he can tackle the struggling but ready to win quarterback. It's a dick move, a total invasion into Peter Parker's world by someone who should know better. But when Norman comes up against other costumed villains as he does in this new Marvel stuff, he's an adult wearing an adult costume (that Iron Man thing) fighting other adults: a dick, but not a special one tied into some characters overarching theme. He's Jasper Sitwell on a bad day."
Marvel Was 2018's Top Publisher, but DC Had the Best-Selling Comic