Beta Ray Bill

So Beta Ray Bill seems to be appearing on a few of these comic book internet weblogs today (or rather recently anyway). I'm wondering if he will be the next Blue Beetle?

You know what I mean right? People go on about how awesome he is but don't actually buy his comics because (shock, horror) they could actually be poorly written so the company that owns him kills him off and everyone cries "Foul!"

Probably won't happen but it would be kind of neat.

Although Marvel would just clone him or make him a Skrull or something. Maybe they'd make him the new Spider-man.