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Apparently, their shared universe is as profoundly seamless as it appears.
Players exist together in a shared universe, but as Douglas Adams once wrote, space is big.
But an extension actually restricts creativity by narrowing the shared universe of works artists can build upon.
And to square the circle of geekness, Marvel haven't exactly done too badly out of the "shared universe".
The term started in academia, talking about the way cult sci-fi programmes and comics build up a shared universe.
The emotional significations and values attached to the things are constructed in this shared universe, and are tied to the existence of a collective history and memory.
With characteristic ambition, Moore imagined not just isolated adventure comics but a shared universe that spanned several titles.
What I should have said, perhaps, was that Marvel was developing a "shared universe" – a fictional world in which all of its superhero films would be set.
2015's two biggest releases, the Avengers sequel Avengers: Age of Ultron and the new JJ Abrams Stars Wars film The Force Awakens are both "shared universe" releases.
Comics creators have learnt that once a shared universe has too many threads, it becomes as restrictive as a spider's web.
Constantly introducing new heroes into a shared universe means older figures will have to take a Hulk-style break, at the very least, or be written out.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com