Morrison doing what he does best: going all meta on us. A meditation on (superhero) comic books and its status in the public's mind today.
Loaded with metaphor and stuff, it begins with Flex Mentallo literally flexing his muscles to handle a situation...and then the story just goes into a metaphysical left-turn and ventures into questions of the creator and his creation, about imagination and reality and all that.
Frank Quitely's artwork as usual is gorgeous so that helped me read the book all the way through even though I didn't really get it. It's like Watchmen on acid.