I would like to give a personal example of how the 'no overprint' hurts.  I had a customer come in on Tuesday.  He and his son had purchased the Spider-Man DVD and after watching the movie enjoyed the special features which included the segment on the creators and thought how nice it would be to read the Amazing Spider-Man issue that dealt with the Twin Towers.  I had to tell the customer, dare I say potential new customer, that due to current Marvel practices there is no way I can get him that issue.  I tried in vain to interest him in 'other' Spider-Man issues or even a TPB.  The problem was that he came to get a specific item which I could not provide.  Here is an example of where Marvel took the time to brag on what they are doing on a DVD and it worked.  A new customer was created.  He took the time to drive to a comic book shop to buy a 'comic'.  The sad part is he left empty handed and I would wager that he will never be back.  A new customer created and lost all in one day.  Thanks Marvel.