Re: Ultimate X-Men
^I strongly suspect it was paid advertising, though you're right, they often slip cheeky gags in - like Frank Cho sneaking in C-3PO's head in to a pile of smashed Iron Man helmets.
It was paid advertising. It also doesn't hurt that several past and present Marvel writers are past or present Lost staffers, including Jeph Loeb and Brian K. Vaughan, or noted Lost fans.
You'll be fine, 'rick. Just go out there and get your heart broken in, so it'll be ready when you really need it. (Brian K. Vaughan, 2008)
Only God could love Star Trek: Voyager. (Stephen Colbert, 2009)