So, how would you set up a Marvel MMO?

The more I find out about DC Universe Online, the more I think they're Doing It Wrong. But the original premise that lets them have thousands of new heroes running around, that works fine. When setting an MMO in an existing property, you need a reason why there's all these non-canon characters, after all, and "Lex Luthor came back from a horrible future with a bunch of stolen powers he's giving out in an attempt to avert that future" works fine.

How would you set up the MMO premise for Marvel?
( Here's my idea.... )