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Tony Stark has this bit he does, where he pretends to forget who people are. It’s one of his favorites, really. Ned is the usual victim, but Peter has seen it played on a number of people.
And it’s funny. It really is.
It’s just not funny when Tony looks at Peter and says “Who are you again?” after Peter fought so hard to know the mechanic again post-spell, he finally is on speaking terms with his old teammates, he has a guest room in Stark Tower again. It’s not as funny when the man who used to be Peter’s father pretends not to know him, blissfully unaware of just how much he really has forgotten.
That’s when the bit stops being funny.