The Amazing Spider-Man

I agree with Jeremy Jahns about the obliviousness of the high school students. It was a bit weird that nobody even suspected Peter Parker was Spider-Man, but I think that's sort of the point -- that identity isn't something that you reveal by virtue of being yourself. Identity is presented through mannerisms and maintained by reputation.  That is, identity is an extrinsic quality, or rather-- I think that is the form of identity that Marc Webb explores here. The appeal of Spider-Man in this movie is the machine of social appreciation and the praise that follows him. His social impact is what frames him as a hero.  We like him for what he represents for us.   Without all the devices, the costume and the public image we cannot perceive him as Spider-Man.  When Spidey takes off the mask to save the child he becomes an individual and therefore disappears in plain sight, just as he does in his day to day interactions with Gwen.