Way back in the mists of time heh, the ultra marines were pretty much ignored, when R.T. was first released, it was either crimson fists (who at the time were written up as a first founding chapter) or the blood angels (Ally morrisons blood angel unit was all over the place)
Personally, when I started out, I created my own chapter, but when I saw the Dave Andrews art that appeared on the cover of an old copy of white dwarf, and was later used as the cover for the 1st 40k compendium, after the book of the astronomican, I decided to change them. about a year or so later I lost interest. When I got back into painting minis again last easter, I decided to pick up where I left off with the marines. Yes is does piss me of that they\'re all over the place, but what am I gonna do, start from scratch.
Any way, I still like them as long as they look all beat up, and not like they\'ve been polishing their armour all week, and to be honest, the all the fluff just goes in one ear and out the other the tools at GW are changing it every 5 minutes anyway. I prefered the description of the marines in rogue trader, it left alot more to the imagination.