It's Martin Goodman, all right, but I seem to have used 'creative force' in a rather odd way. He may not have written scripts or inked some penciled pages, but he did come up with new titles, suggest directions for stories to go in, approve or reject covers as they came to his attention. Sometimes it was just, "Crime comics are selling well, dump the super-heroes and do some crime comics," or "We need a funny animal comic, come up with something involving a farmer and his barnyard animals."
Another reason that comic-strip characters become fossilized into increasing narrowly defined roles is that some of them turn into heavily merchandisable properties--who, since the tie-in merchandise tends to be targeted to children, are required to be (A) on their best behavior and (B) extremely simplified versions of themselves, since the Powers That Be all too frequently perceive kids as morons.
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Or is my 'guess' completely wrong?
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