You’ve seen and heard it happen. Maybe you’ve even been part of it yourself. It’s that moment at the end of the trailer for G.I. Joe: Retaliation, when we get the big reveal of Bruce F’n Willis, and the whole audience goes absolutely ape-shit. And why not? It’s really freaking cool to see Bruce Willis, right? And in a G.I. Joe movie? This is awesome!

Except, today it finally occurred to me – is it really? For that matter, why are we still excited about Bruce Willis at all anymore?

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