GI Joe was the biggest toy property back in the 80s and the comic actually was a big hit. Hasbro/Marvel knew that even the comic would have to follow a few normal comic conventions in that there had to be things IN the GI Joe comic that followed the norm. In other words, Snake Eyes is to GI Joe as Wolverine is to the X-Men. (but in a way, SE has MORE relations much like Scott Summers and the mess that is his 'family')