Regarding the names, there are a lot of Ultimate characters who are never really properly named so that can't be used as basis. Shocker, Carnage, Hobgoblin and many others have never been referred to as their 616 counterparts, but it's pretty obvious from their appearance.
Yeah, but the arcs featuring Hobgoblin and Carnage are called "Carnage" and "Hobgoblin", so even if they were never referred to by those names in the story, the arc title does it for us.
I kind of miss the old titles though, in which they'd name the arc AFTER the story has been completed. Bendis and Millar use some really nice titles for their individual issues like "Average Bear", "Just A Guy", "How I Learned To Stop Worrying and Love the Hulk" are a few good examples.
I like Ellis' writing, the psuedo-scientific explanations he gives to explain certain super powers and stuff is amusing. It would be cool if he would able to come up with some great explanations regarding mutants, OZ and the rest of the super-humans. I don't like his decompression though, makes the story drag too long. If I wasn't a diehard Ultimate Universe completist, I probably would have lost interest in some of Ellis' books.
The thing is, I wish there were more writers like Ellis, not in terms of attitude, but in terms of both imagination and breadth of knowledge. Too many people working in the entertainment industry, including comics, seem to have their creative work informed ENTIRELY by what they learned from the entertainment industry. Instead of trying to sit up and look at the world, examine other cultures, find pet fascinations and use those thoughts as interesting concepts to inject into their books, these creators exist only in entertainment's self-referential cycle.
I remain staunchly critical of people like Ellis, but he will ALWAYS be on my list of awesome because he lets his mind act like a radar and pick up on those things that writers SHOULD. He knows, like Ultimate Reed that the "universe is a big place full of cool ideas and things", rather than try to be the kind of damned writer who just wants to "set up his own butt-hat franchise". And its "butt-hat franchises" that are exactly what science fiction and fantasy SHOULDN'T be about.
All of science fiction and fantasy is now just endlessly riffing on each other: a parade of uninspired rip offs of Star Trek, Tolkien and Star Wars-style universes, rather than a true sense of wonder, magic and imagination. To put it bluntly, where has all the imagination gone? Hopefully, it has not gone ALL to Warren Ellis, for surely there are less elitist conduits for all that imagination.