Ultimate Iron Man Armor, what happened?

I know some people weren't a fan of Ultimate Iron Man's original bulky armor but I loved the contrast and how sci-fi it looked compared to the regular armor. Now, I'm catching up on Ultimate Avengers and so on and he's just wearing the regular armor; more or less it's just the movie version. When did this happen and why? Was there a distinct reasoning somewhere or did they just do it since the official Iron Man has new armor and Marvel just wants to bank on the Movies? I'm kinda bummed. ;'(