Or Sinister Six.

He might just be there to go, "yeah, so this is how it needs to tie in with what we're doing. Aside from that, have fun." There's obviously zero chance Marvel is gonna throw its characters into a flick with the Sony name on it, so it's mostly being done so Spidey can get in on the action in the Marvel sequels. So it would seem, anyhow.

Really, this deal benefits Sony immensely. They get to piggyback on what Marvel has done. I still haven't really heard a detailed explanation regarding the benefit to Marvel, other than getting to slide him into the sequel of a franchise that is already established. The upside is far more on the side of Sony... unless there's stuff in that contract that they aren't going public with. Which is what I'm guessing is the case.