I think to appreciate it, you've got to understand the rules. Which I know most people here do, but newbies at my house always get confused when playing Spiderman versus all the mode-based games. It's much easier to tell them to shoot the JP control room to start a mode and then feed the t-rex than to try to explain stacking and everything happening simultaneously on Spidey, and the super flow already keeps them on their toes so much they just don't enjoy it.
When we first got ours, I didn't understand it because I didn't know the rules. I would just hit Sandman all the time, and it began to feel too much like RFM by hitting everything up the middle. Then as I learned more of what to do and got good enough at shooting/making shots so that I could get higher in the levels for each character and get to Super Hero, it clicked and I loved it. I didn't care too much for the movies themselves, but I absolutely love the callouts and JK Simmons. I think the artwork is in general ugly, so we replaced all the sling plastics with the black Back Alley options, added the subway/buildings to cover up the majority of faces, added a shaker, added spiders on the webs and speaker grills, and gave it some custom LED lighting to highlight the characters more. I may have to look into replacing them to comic style like BangBackula is doing, but for now it's pretty perfect to me. It helps that Spiderman is my husband's favorite comic, but ours is never leaving.