GI Joe was essentially an advertisement for the toys; it, like the comic, was designed to tie in with the toy line, to support the storyline of the comic and toys, and to introduce new characters and vehicles.
Given the constraints of the advertising medium, the show was pretty good. The characters seemed to develop over time, and there were identifiable (and diverging) personalities. Unfortunately, GI Joe suffers from the same problem may other cartoons that depict battle show; no one gets hurt or killed.
I don't want to sound like a sadist or cheap thrill seeker, but one would think that a show depicting two large armed forces continuously battling over the globe would suffer casualties. Planes were constantly shot down, but no one ever died. Highly unrealistic, and with Robotech showing at the same time, GI Joe lost its edge. It may have been more popular than Robotech, but couldn't maintain interest for very long. ...and then there's the episode where Cobra has a high-powered laser, and- no, doesn't try to destroy Joe- attempts to carve the Cobra logo onto the face of the moon. What an effective use of technology and power! Graffiti!
