I'll tell you what doesn't work... Jeph Loeb writing Hulk. It's retarded. I see this, I'm sure most of you see this, but according to the latest issue of Wizard, it's at the top of the sales charts. Now, I'm wondering if this is because some people had Hulk on their pull lists during World War Hulk and just forgot to take them off. That's the case for me, but I quickly put a halt to that after the second Loeb issue. Of course, I still get Incredible Herc, formerly Incredible Hulk... so it's confusing, but at the same time I guess the guys who pull the books at my LCS figure if I was reading Hulk comics before that I'd want to keep reading Hulk comics. AND I DO. Just not Loeb's Hulk comics. DO NOT WANT.
What works for the Hulk in my opinion all depends on the creative team. Ultimate Hulk is a big yes, and Millar is probably one of the only writers out there with the balls to make Hulk more of a villain than a hero. Banner has more hero qualities than the Hulk, and you can easily separate the two, at least until we see the completion of the Ultimate Hulk vs. Wolverine story (coming soon! in 2015!) and then Banner will have some sort of control, as he apparently did at the end of Ultimates 2.
Ultimate Hulk aside, I like Bruce on the road trying to avoid becoming the Hulk and I like that particular type of Hulk as drawn by JRJR. I really enjoyed his work on the series when he was working with Paul Jenkins and Bruce Jones. It was far different from most Hulk stories, too, but I always liked Peter David's Hulk stories. Some of them fell flat, but he tried a lot of new and different things with the character and some of them were a lot of fun.
No matter what kind of Hulk I'm reading, I do like lots of SMASH. As long as it's not retarded Red Hulk-infused smash. That's like Diet Soda, and I hate Diet Soda.
But yeah, as long as Loeb's not writing it, I'd probably read it.