When Marvel re-emerged on the comic book scene in the Silver Age (some say Marvel's re-emergence signaled the beginning of the Silver Age of Comics) a big factor in their popularity was making easily relatable characters. In many cases, this took the form of a teenage hero for whom others felt some empathy (as at the time readership was primarily for those of a younger age.) Such heroes included the X-Men and Spider-Man. When it came to portraying more mature characters, there was still an emphasis on portraying the character's humanity as much as their heroics. In the case of Tony Stark, this took on essentially two different aspects. He had to battle alcoholism and re-organize his company so as not to be a war profiteer any longer. Over the course of his publication history, he has had to deal with both aspects of his life.