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COMICON.com: WARREN ELLIS' THE MINISTRY 5: Comics & Ideas:

"...for early Marvel, when there was a single writer, Stan Lee, guiding all the books. And he wanted you to read all the books. He didn't want Avengers fans or Spider-Man fans, after all. He had to make the entire line culturally sticky. Due to the nature of Marvel's distribution at the time, which was run through National Periodicals -- DC! -- Marvel could only release a limited number of books per month. So he needed Marvel fans, full stop, so that every book in the line paid off. He couldn't afford any slack. That was the brilliance of the man -- that he created, from scratch, the Marvel fan.

The above is, in part, what Grant Morrison's talking about when he starts declaiming about the DC Universe as a live thing. Since it grows and makes connections while under the command of forces almost totally invisible to the populations within the comics, it fulfills one of the conditions for life inside a creationist universe. This is one of the reasons why people think Grant is mad."